DreamWorks Animation SKG, Inc. (Nasdaq: DWA) and NBC today announced that they have joined forces in a first-of-its-kind televised promotional partnership that will debut on Tuesday, February 9th, just three days before the commencement of the network’s broadcast of the Vancouver 2010 Olympic Winter Games.
With an eye toward audiences of all ages and promoting both NBC’s broadcast of the Olympics and DreamWorks Animation’s upcoming theatrical release of its 3D animated feature film, HOW TO TRAIN YOUR DRAGON, DreamWorks Animation has produced a series of seven winter sports-themed custom, CG animated vignettes tied to the film, which opens nationwide on March 26th. The vignettes will be fully integrated across all NBC platforms, including the “Today” Show, CNBC, USA and MSNBC as well as during the network’s regularly scheduled telecasts of the Vancouver Games.
The entire series is narrated by Emmy Award-nominated late-night talk show host, Craig Ferguson and directed by Tim Johnson, Executive Producer of HOW TO TRAIN YOUR DRAGON. Featuring the characters from the feature film as they compete in humorous variations of the “Dragon/Viking” sports from the mythical Viking Games of 1010, the custom vignettes include competitions such as snowboarding, speed skating, bobsledding and ski jumping.
“We were inspired by the Nordic-like setting of this year’s Winter Games in Vancouver and tied it to our imagined story of burly Vikings on a desolate island we call ‘Berk,'” said Chris Sanders, one of the Directors of DreamWorks Animation’s HOW TO TRAIN YOUR DRAGON. “The result is a series of fun vignettes that take our characters to the 11th century as they compete in Viking Games of their own kind … with the added pressure of fire-breathing Dragons constantly on their tails!”
DreamWorks Animation’s HOW TO TRAIN YOUR DRAGON is set in the mythical world of burly Vikings and wild dragons. Based on the book by Cressida Cowell, the action comedy tells the story of Hiccup, a Viking teenager who doesn’t exactly fit in with his tribe’s longstanding tradition of heroic dragon slayers. Hiccup’s world is turned upside down when he encounters a dragon that challenges him and his fellow Vikings to see the world from an entirely different point of view.
HOW TO TRAIN YOUR DRAGON stars Jay Baruchel, Gerard Butler, Craig Ferguson, America Ferrera, Jonah Hill, Christopher Mintz-Plasse, T.J. Miller and Kristen Wiig. The film is produced by Bonnie Arnold and directed by Chris Sanders and Dean DeBlois. It is being distributed by Paramount Pictures. This film is rated PG.