Westfield Announces Interactive Partnership With Paramount Pictures

Sponsorship Launches With Zuckerman's Barn: 'Charlotte's Web' Interactive


Dec 06, 2006, 00:00 ET from Westfield

    LOS ANGELES, Dec. 6 /PRNewswire/ -- Westfield recently announced a new
 interactive partnership with Paramount Pictures launched with "Zuckerman's
 Barn: 'Charlotte's Web' Interactive Experience" at eight Westfield
 locations across the U.S.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20061206/LAW034 )
     (Logo: http://www.newscom.com/cgi-bin/prnh/20060918/LAM080LOGO )
     "Charlotte's Web," the classic story of loyalty, trust and sacrifice
 comes to life in a live-action adaptation in theaters this Christmas. To
 promote the film, Paramount has partnered with Westfield to create an
 interactive barn experience that includes numerous imaginative elements,
 games and videos. Mr. Zuckerman and his farm hands will also be there to
 introduce the barn to children, guide them through the interactive elements
 and host story times.
     "Our new partnership with Paramount turns two-dimensional promotions
 into a fun three dimensional interactive experience," said Todd Putman,
 Westfield's Executive Vice President of Marketing. "We look forward to
 continuing this brand alliance and to future opportunities working with
     As part of the "Zuckerman's Barn: 'Charlotte's Web' Interactive
 Experience," peepholes are integrated into the barn's walls to reveal
 characters and scenes from the movie, as well as unveil the movie's cast
 members associated with specific characters. The barn will also include
 "Zuckerman's Famous Pig" crate that will be a full-scale replica for
 children to sit inside and experience Wilbur's travel to the fair. In
 addition, children will have the opportunity to sit in a customized web
 hammock and have their picture taken with a life-size, talking Wilbur.
     The barn experience, designed by o2 Creative Solutions, continues with
 an interactive trough that will house several displays that include
 carrots, apples and other non-traditional control knobs for games as well
 as the "Charlotte's Web" game for Nintendo DS. Plasma screens, framed as
 barn windows, will also showcase an interactive trivia game that invites
 children to identify characters and events from the story, as well as
 feature Charlotte magically weaving participant's names into her web on
 screen. Plus, bales of hay will create a theatre seating area for children
 to view the making of "Charlotte's Web" for an insider's look at the film
 and an exclusive peak at how Charlotte spins her web.
     Eight Westfield centers feature "Zuckerman's Barn: 'Charlotte's Web'
 Interactive Experience," including: Westfield South Shore in Bayshore, New
 York; Westfield South Park in Cleveland, Ohio; Westfield Chicago Ridge in
 Chicago, Illinois; and Westfield Chesterfield in St. Louis, Missouri. The
 additional four Westfield centers are located in California, including:
 Westfield North County in Escondido; Westfield Century City in Los Angeles;
 Westfield Topanga in Canoga Park; and Westfield San Francisco Centre in San
     About Westfield -- Westfield Group (ASX: WDC) is an Australian-based
 company with interests in 121 shopping centers in Australia, New Zealand,
 the United Kingdom and the United States. The Westfield America portfolio
 includes 59 shopping centers that are home to more than 9,000 specialty
 stores and comprise approximately 64.6 million square feet of leasable
 space in California, Connecticut, Florida, Illinois, Indiana, Maryland,
 Missouri, Nebraska, New Jersey, New York, North Carolina, Ohio and
     About Paramount Pictures -- Paramount Pictures Corporation (PPC), a
 unit of Viacom (NYSE:   VIA, VIA.B), is a global entertainment company that
 produces and distributes filmed entertainment through the Paramount Motion
 Picture Group which includes Paramount Pictures, DreamWorks SKG, Paramount
 Vantage, Paramount Classics, MTV Films and Nick Movies. PPC operations also
 include Paramount Pictures International, Paramount Home Entertainment,
 Paramount Digital Entertainment, Paramount Studios and Worldwide Television
     About o2 Creative Solutions -- o2 Creative Solutions is an experience
 design firm fusing multi-disciplinary design, communications and technology
 to create immersive experiences that stimulate the senses. o2 actively
 engages consumers by integrating theater, large-scale media, art
 installations, immersive audio and non-traditional presentations to create
 positive interactive experiences. o2 produces memorable, results-oriented
 events, launches and installations designed to move and inspire people. For
 information, visit www.o2creativesolutions.com or call 248-744-1000.

SOURCE Westfield