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TBS Taken Over by Despicable Me

The TBS lineup is about to be infiltrated by characters from Universal Pictures and Illumination Entertainment's upcoming 3D CGI feature, Despicable Me, through a first-of-its-kind movie studio promotion built by the network, it was announced today.

Minions on TBS

Press Release from TBS

The TBS lineup is about to be infiltrated by characters from Universal Pictures and Illumination Entertainment's upcoming 3D CGI feature, Despicable Me, through a first-of-its-kind movie studio promotion built by the network, it was announced today.  Highlights from the promotion for the film starring Steve Carell as Gru, one of the world's greatest super-villains, include custom-animated movie characters developed to live within and interact around TBS on-air branded environments, as well as sponsorships across several key comedies and behind-the-scenes content within TBS hosted movie showcases.  The promotion spans from Thursday, June 24 to Friday, July 9, when Despicable Me releases in theatres nationwide.

"It's always a win for both brands, and our viewers, when we can come together to create a funny, entertaining promotion that lives across TBS programs," said Dan Riess, senior vice president of marketing and promotions, Turner Entertainment Ad Sales and Marketing.  "This is a first of its kind for our network - to bring the movie's animated characters to life in such a big way. Both the studio and Turner have the animation skills and the collaborative approach you need to make this happen."

"Universal is thrilled that TBS trusted us to integrate its properties and logo with our inaugural 3D CGI feature," said Annah Zafrani, Vice President of Media Promotions, Universal Pictures.  "We know this type of movie studio integration has never been done in the history of the network, and it's terrific that Despicable Me is a key partner in one of the most innovative theatrical promotions that TBS has ever engaged in."

The Despicable Me promotion will debut within the first of two sponsored episodes of TBS's Movie Extra this Thursday, June 24, when the network will feature extended content, including cast interviews, for the film. Each week, TBS Movie Extra takes viewers for an irreverent A-list red carpet ride, providing incredible access to the biggest events and hottest stars in movies, music and television. The second of the two featured Movie Extra episodes will air on Thursday, July 1.  

On June 26, TBS will extend the promotion to Movie & a Makeover, featuring cast interviews and behind-the-scenes footage from Despicable Me.  Weekends on TBS, Movie & a Makeover, hosted by Mia Butler, features the hottest movies and the coolest makeovers during breaks from the films.

Launching the week of June 28, the tbs breakroom, a fictional setting for TBS's headquarters and highlighted as part of the network's on-air branding campaign, will be taken over by characters from Despicable Me. From afternoon dance parties and goofing around to running around the halls of the breakroom, Gru, his mischievous little minions and his archnemesis, Vector, will all be featured in the promotional spots airing weekdays during TBS's comedy lineup from 3-7 p.m.

Also launching that week and running the week of July 5, Despicable Me will sponsor The Office on Tuesdays from 8-10 p.m. and Neighbors from Hell, Mondays at 10 p.m., on TBS. Both comedies will feature branding for the movie within tune-in messaging and include sneak peeks for the film.  On July 1, Lopez Tonight will also include a sneak peek for the film, when the movie serves as a sponsor for that night's episode at 11 p.m.

About the Film

One of the world's greatest super-villains, Gru (voiced by Steve Carell), is planning the biggest heist in the history of the world: to steal the moon (Yes, the moon!) in Universal Pictures and Illumination Entertainment's Despicable Me.  Surrounded by an army of mischievous little minions and armed with his arsenal of shrink rays, freeze rays and battle-ready vehicles, Gru vanquishes all who stand in his way. That is, until the day he encounters the immense will of three little girls who look at him and see something that no one else has: a potential Dad.

About TBS

TBS, a division of Turner Broadcasting System, Inc., is television's top-rated comedy network and is available in 100.1 million households. It serves as home to such original comedy series as My Boys, Neighbors from Hell, Are We There Yet? and Tyler Perry's House of Payne and Meet the Browns; the late-night hit Lopez Tonight, starring George Lopez, and the upcoming late-night series starring Conan O'Brien; hot contemporary comedies like Family Guy and The Office; specials like Funniest Commercials of the Year; special events, including star-studded comedy festivals in Chicago; blockbuster movies; hosted movie showcases; and championship sports.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.

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Rick DeMott
Animation World Network
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