Press Release from Walt Disney Motion Pictures
BURBANK, Calif. (January 25, 2010) – Walt Disney Studios Motion Pictures is teaming up with sister networks ABC, ESPN and ABC FAMILY for a week-long, cross-network extravaganza that will send viewers straight down the rabbit hole with “ALICE IN WONDERLAND.” The stunt provides 60-second first-looks customized for each network, all of which will air between Jan. 31 and Feb. 6, 2010. Featuring exclusive, never-before-seen footage from visionary director Tim Burton’s 3D theatrical motion-picture event, the first looks will culminate with a spectacular Super Bowl spot on Feb. 7, 2010. Entitled “Tick-Tock,” this action-packed spot features intense imagery and a few surprises from Burton’s Wonderland.
“We wanted to kick off our television campaign for ‘Alice in Wonderland’ in a big way,” says David Singh, executive vice president of worldwide marketing for Walt Disney Studios Motion Pictures. “With Tim Burton at the helm and a cast that includes Johnny Depp, Anne Hathaway, Helena Bonham Carter and rising star Mia Wasikowska, the film already has a passionate following. Fans are eager to step into the incredible 3D Wonderland that Burton has created and get a glimpse at what he’s done with these brilliant characters, and we’re ready to give it to them.”
FIRST LOOK SCHEDULE
ABC
“Desperate Housewives,” Jan. 31, 9/8c
“The Bachelor,” Feb. 1, 8/7c
ESPN
2010 NFL Pro Bowl, Jan. 31, 7:20ET
NBA NUGGETS/LAKERS game, Feb. 5, 10:30ET
ABC FAMILY
“Greek,” Feb. 1, 10/9c
“The Parent Trap,” Feb. 6, 8/7c
Cross-network promo spots for the stunt begin on Jan. 26, 2010. The campaign will be supported, and the creative maximized on the studio’s online/social networking sites including Facebook (Facebook.com/Disney), Twitter (Twitter.com/disneypictures), You Tube (YouTube.com/DisneyMovieTrailers), Disney.com and more.
ABOUT THE MOVIE
From Walt Disney Pictures and visionary director Tim Burton comes an epic 3D fantasy adventure ALICE IN WONDERLAND, a magical and imaginative twist on some of the most beloved stories of all time. JOHNNY DEPP stars as the Mad Hatter and MIA WASIKOWSKA as 19-year-old Alice, who returns to the whimsical world she first encountered as a young girl, reuniting with her childhood friends: the White Rabbit, Tweedledee and Tweedledum, the Dormouse, the Caterpillar, the Cheshire Cat, and of course, the Mad Hatter. Alice embarks on a fantastical journey to find her true destiny and end the Red Queen’s reign of terror. The all-star cast also includes ANNE HATHAWAY, HELENA BONHAM CARTER and CRISPIN GLOVER. The screenplay is by Linda Woolverton.
Capturing the wonder of Lewis Carroll’s beloved “Alice’s Adventures in Wonderland” (1865) and “Through the Looking-Glass” (1871) with stunning, avant-garde visuals and the most charismatic characters in literary history, ALICE IN WONDERLAND comes to the big screen in Disney Digital 3D and IMAX 3D on March 5, 2010 (U.S. theaters).