Cartoon Network Provides Viewers an Exclusive, Insiders' Look to the 20th Century FOX Film Diary of a Wimpy Kid

Multi-Week Promotion Custom-Designed to Drive Excitement for National Movie Release on March 19

Cartoon Network and 20th Century FOX are providing eagerly awaiting fans for Diary of a Wimpy Kid an exclusive, insiders' look at behind-the-scenes antics, along with cast and crew interviews through a digital video diary starting on Feb. 22.  The multi-week Cartoon Network online and on-air promotion will not only generate excitement for the anticipated release on Mar. 19, but also provide viewers never-before-seen footage from the making of the film through the Cartoon Network video diary.

Cartoon Network will feature digital diaries from select cast and crew from Diary of a Wimpy Kid on CartoonNetwork.com.   Featured in a custom branded environment dedicated to the movie, users will be able to log-on for their chance to watch the latest video diary entry, featuring footage captured on the set of the film.  New videos will be loaded constantly, so visitors are encouraged to check back often for new sneak peeks.  Each video entry will also include a clip from the upcoming theatrical release.

To culminate the overall experience, fans will watch as Diary of a Wimpy Kid and the star of the movie Zachary Gordon take over Thursday night programming on Cartoon Network Mar. 11, the week before the movie hits theatres.  Zachary will host the night of HarHar Tharsdays comedy programming as he reveals a series of dynamic and exclusive content pieces from the film.  The evening will include both an exclusive sneak peek from the theatrical release, as well as featured "best ofs" from the Cartoon Network video diary at CartoonNetwork.com.

"Whenever we can provide our viewers with more content and information that is relevant to them and exciting to their community, it's a win for our network and our advertising partners," said John O'Hara, executive vice president and general sales manager of Cartoon Network and Adult Swim Ad Sales and Marketing.  "We have a strong, ongoing partnership with 20th Century as a platform to showcase their anticipated releases. The book was a huge success, and we are just as excited as our viewers to see Fox's movie adaptation."  
      
Most recently, Cartoon Network created a custom on-air sweepstakes around the 20th Century FOX movie Percy Jackson and the Olympians: The Lightning Thief.  Custom spots airing across the network the week of Feb. 1 drove viewers to tune in Friday, Feb. 5 for a "call now" spot prompting viewers to call-in for their chance to win the on-air sweepstakes.  The grand prize winner received a trip for four to New York City where they and their guests will embark on the ultimate Percy Jackson adventure.  While in New York, the grand prize winner has the opportunity to explore the city and visit the Empire State Building, the secret location of Mount Olympus, home of the Greek Gods.  Secondary prizing was also awarded to 50 winners who received a Percy Jackson prize pack.