Warner Bros. Finalizes Massive Fall Initiative for “The Wizard of Oz”

(August 27, 2013 – Burbank, CA) – Marking the 75th anniversary of one of its crown jewels, “The Wizard of Oz,” Warner Bros. has launched a comprehensive, cross-divisional campaign encompassing theatrical, home entertainment and consumer products. The studio estimates that some $25 million will be spent on their marketing, advertising and promotional efforts. McDonald’s, the world’s leading global foodservice retailer, tops the far-reaching national campaign encompassing a huge number of promotional partners and licensees that will support this historic release. McDonald’s will feature limited edition “The Wizard of Oz” toys in Happy Meals in over 14,000 locations throughout the U.S. and Canada from Sept. 20 through Oct. 10 at participating restaurants while supplies last. “The Wizard of Oz” Happy Meal program features one of six adorable stylized figures, including the most popular and beloved characters of the film. As part of their Happy Meal purchase, kids can receive Dorothy, Scarecrow, Wicked Witch of the West, Tin Man, Glinda the Good Witch or Cowardly Lion. Each figure comes with a Yellow Brick Road base to stand on. All of the bases in the line-up can connect together, allowing kids to recreate their own version of “The Wizard of Oz” friends walking down the Yellow Brick Road. For added fun, kids can fill in the blanks to their favorite “The Wizard of Oz” movie quotes right on the Happy Meal box. The three Warner Bros. divisions, IMAX Corporation and the TCL Chinese Theatre IMAX will host the September 15th world premiere of the film’s first-ever IMAX 3D release at the grand opening of the new TCL Chinese Theatre IMAX, the largest IMAX auditorium in the world and the first IMAX theatre in Hollywood. When it was known as Grauman’s Chinese Theatre, the facility was the site of film’s original Hollywood premiere in 1939. An exclusive one-week IMAX engagement at the new theatre and in more than 300 IMAX theatres across North America follows, beginning Sept. 20. Finally, the Toronto International Film Festival will show “The Wizard of Oz” in IMAX 3D on September 15 (the closing day of the festival), at the Scotiabank IMAX Theatre in Toronto. Following the IMAX theatrical release from Warner Bros. Pictures, Warner Bros. Home Entertainment will debut on October 1 a limited and numbered “The Wizard of Oz 75th Anniversary Collector’s Edition,” which will consist of a five-disc set including Blu-ray, Blu-ray 3D, DVD and UltraViolet versions of the film; a new documentary, “The Making of The Wonderful ‘The Wizard of Oz’”; bonus features and premium collectibles. New exclusive collectible 75th Anniversary memorabilia includes deluxe award pin set from The Noble Collection, 52-page hardcover photo book, Ruby Slippers Sparkle Globe, hardcover journal, frameable map of Oz, and frameable photo card. Three more editions will be available separately: a two-disc 3D/Blu-ray, a single-disc Blu-ray, and a two-disc DVD. All four will contain the new documentary and extra content. For more information, visit www.thewizardofoz.com. Said Jeff Baker, WBHE’s Executive Vice President and General Manager, Theatrical Catalog, “We are delighted that so many partners have joined us for this unprecedented event. Like us, they recognize that ‘The Wizard of Oz’ is such a timeless brand, one for all ages and all generations. Its magic has helped it to grow, year after year, from a classic to a treasured icon.” Below details the programs of some of the other national corporate marketing partners:

• Amtrak will participate by displaying in-station and on-train signage, from November through December 2013, along with an adventure sweepstakes supported by online and social media. • Cupcake baker contestants on Food Network’s show, “Cupcake Wars” will be transforming their personal visions of “The Wizard of Oz” into gorgeously decorated sweet confections with an Oz-themed competition, to be aired Saturday, September 28 at 8 pm ET/PT. • Gourmet Trading Company, the leading distributor of fresh asparagus in North America, will promote “The Wizard of Oz” for six months on 2.5 million bunches of asparagus with call outs about the release on hang tags, as well as guidance for consumers on how to connect via Gourmet's Facebook page for a chance to win special prizes. • Langer Juice Company, Inc. will place a premium on-pack commemorative offer on their juices, found in major retailers across the country. Interactive media support will accompany the promotion. • The National Highway Traffic Safety Administration and the Ad Council are partnering with “The Wizard of Oz” on a variety of TV, outdoor, radio and digital Public Service Announcements (PSAs) featuring iconic elements from the beloved film and focusing on child passenger safety. The PSAs will direct consumers to safercar.gov/therightseat and safercar.gov/protegidos and will run in donated media nationally. • QVC will celebrate “The Wizard of Oz” anniversary release with special programming and product. “The Wizard of Oz” 75th Anniversary Celebration is scheduled to debut on QVC September 26, at 9PM (ET), for commemorative collections of jewelry, toys, collectibles, books, DVD and beauty products that celebrate the classic film. • Simon Malls will host themed Simon Kidgits Club events in 100 Simon malls across the country during the month of September. • Finally, “The Wizard of Oz” will be delighting millions of spectators and viewers across the country, as part of the iconic 87th Annual Macy’s Thanksgiving Day Parade, a world-famous holiday event, with a giant hot-air balloon and balloonheads of “The Wizard of Oz” characters.

Warner Bros. Consumer Products will also support the milestone anniversary with a robust licensing program consisting of more than 80 top-tier licensees. Master toy partner Jazwares leads the way, followed by new licensees including Dylan’s Candy Bar, philosophy, PaperStyle, Julep, The Noble Collection and NECA. Other prominent partners supporting the film include Mattel, Madame Tussauds, Rubie’s Costume Company, Steiff and many more. Commemorative anniversary products will be available across a wide range of categories including apparel, jewelry, fine art, collectibles, stationery and paper goods, toys and games and personal care. About the Movie: Adapted from L. Frank Baum’s timeless children’s tale about a Kansas girl’s journey over the rainbow, “The Wizard of Oz” opened at Grauman’s Chinese Theatre on August 15, 1939. The film was directed by Victor Fleming (who that same year directed “Gone With the Wind”), produced by Mervyn LeRoy, and scored by Herbert Stothart, with music and lyrics by Harold Arlen and E.Y. Harburg. Dorothy was portrayed by a 4'11" sixteen-year-old girl who quickly earned her reputation as “the world’s greatest entertainer” – the incomparable Judy Garland. Ray Bolger appeared as the Scarecrow; Bert Lahr as the Cowardly Lion, Jack Haley as the Tin Man. Frank Morgan was seen in six different roles, including that of the wonderful Wizard Of Oz himself. “The Wizard of Oz” received five Academy Award nominations, including Best Picture (Outstanding Production), and captured two Oscars – Best Song (“Over the Rainbow”) and Best Original Score – plus a special award for Outstanding Juvenile Performance by Judy Garland. The film was an overwhelmingly popular and critical success upon its initial release and repeated its ability to captivate audiences when M-G-M reissued the film in 1949 and 1955. The film made a new kind of history with its network television premiere in 1956 on CBS. Nearly 45 million people tuned in for this initial telecast, marking the beginning of an annual tradition. Ever since, “The Wizard of Oz” has been shown virtually annually on network (and then cable) television. Ultraviolet:
UltraViolet allows you to collect watch and share movies and TV shows in a whole new way. Available with the purchase of specially marked Blu-ray discs, DVDs and Digital Downloads, UltraViolet lets you create a digital collection of movies and TV shows. Services such as Flixster and VUDU allow you to instantly stream and download UltraViolet content across a wide range of devices including computers and compatible tablets, smartphones, game consoles, Internet-connected TVs and Blu-ray players. Restrictions and limitations apply. Go to ultraviolet.flixster.com/info for details. Learn about VUDU compatible devices at vudu.com About Warner Bros. Home Entertainment Inc.:
Warner Bros. Home Entertainment (WBHE) brings together Warner Bros. Entertainment's home video, digital distribution and interactive entertainment businesses in order to maximize current and next-generation distribution scenarios. An industry leader since its inception, WBHE oversees the global distribution of content through packaged goods (Blu-ray Disc and DVD) and digital media in the form of electronic sell-through and video-on-demand via cable, satellite, online and mobile channels, and is a significant developer and publisher for console and online video game titles worldwide. WBHE distributes its product through third party retail partners and licensees, as well as directly to consumers through WBShop.com and WB Ultra. About Warner Bros. Consumer Products:
Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world. About IMAX Corporation:
IMAX, an innovator in entertainment technology, combines proprietary software, architecture and equipment to create experiences that take you beyond the edge of your seat to a world you’ve never imagined. Top filmmakers and studios are utilizing IMAX theatres to connect with audiences in extraordinary ways, and, as such, IMAX’s network is among the most important and successful theatrical distribution platforms for major event films around the globe. IMAX is headquartered in New York, Toronto and Los Angeles, with offices in London, Tokyo, Shanghai. ###