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Thursday - May 3, 2001
- Threshold Starts FoodFight
- More Pictures From The Mummy Returns Private Screening
- Free Shrek Ice Cream Event A Huge Success
- News Link of the Day - No Deal Yet in Hollywood Talks

Threshold Starts FoodFight
(by Threshold Digital Research Labs (TDRL) is about to take product placement to new heights through a planned CGI feature film called FoodFight. TDRL claims that the theatrical movie consists of "hundreds of different sets and incorporates thousands of products and character icons from the familiar packages of products in a grocery store." The company has already raised $50 million for the production and has secured product placement agreements with many large companies including Proctor & Gamble, Pepsi/Frito Lay, Coca-Cola, M&M Mars, and Lipton Foods.

TDRL is also planning a huge marketing campaign that will start with 22 Internet-based prequel episodes leading up to the film's release.

TDRL made the following claims in a press release:

"TDRL is heading up the 3D digital production from its Los Angeles headquarters using its global network of animators. Other animators from numerous countries are linked to this network. This worldwide virtual studio enables TDRL to erase the vast distances that once separated Hollywood from amazing talent around the globe and cuts costs at the same time. The deal further positions TDRL as a premiere worldwide animation studio."

The management team has had experience with Hollywood productions. Larry Kasanoff, chairman and CEO of Threshold Entertainment, was formerly president and co-founder
with James Cameron of Lightstorm Entertainment, where he supervised production of
Terminator 2: Judgment Day and executive produced True Lies.

No indication has been given as to the when the movie will be released.

Discuss this story here (the focus of the discussion is product placement).

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More Pictures From The Mummy Returns Private Screening (part two)
(by On Monday night, Digital Media FX had the opportunity to attend a benefit private screening of The Mummy Returns (read story here and see the first set of image here). Here are some additional pictures from the event:

Universal Studios Store
Rob Schneider (with the cap) paid a surprise visit to the screening.
Jackie Chan was also suppose to be there (as a surprise) but had some
last minute filming on Rush Hour 2 to be completed.


A Candid Moment


Arnold Vosloo, Patricia Velasquez, and Brendan Fraser


John Berton
John Berton from Industrial Light and Magic, who served as
The Mummy Returns Visual Effects Supervisor. Berton gave an excellent
(and unexpected) presentation on the visual effects for The Mummy Returns.


Oded Fehr (who stars as Ardeth Bay) with
Vicki Tracy (former editor of Animation Artist Magazine).
Oded Fehr really helped to make the event special, spending
quality time with people after the screening.

Even though the event didn't go completely as planned, it was still a great evening. The visual effects presentation was a real surprise and Oded Fehr did everything within his power to be accommodating to everyone at the presentation. Kids Cancer Connection is a great charity. We were pleased to donate to the cause and grateful for the opportunity.

The Mummy Returns opens tomorrow - May 4, 2001 - in theaters nationally. It is officially recognized as the first movie in the blockbuster summer season.

Here is part of the mission statement of Kids Cancer Connection:

"To enrich the day-to-day lives of families of children with cancer by creating and sponsoring programs designed to address the social, emotional and financial needs of families of children with cancer empowering parents with tools necessary to participate fully in the care of their children.

The Kids Cancer Connection strives to enrich the day-to-day lives of families who have a child suffering from cancer a little bit better..."

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Free Shrek Ice Cream Event a Huge Success
(by Huge lines formed outside of Baskin-Robbins ice cream shops last night as people took advantage of a hard to pass up offer - a free scoop of ice cream. For every scoop served during last night's Free Scoop Night, Baskin-Robbins made a donation to the charity First Book. Jeffrey Katzenberg, DreamWorks Principal and film producer, on behalf of DreamWorks, is matching last night's Baskin-Robbins' Free Scoop Night donation to First Book. First Book is a national non-profit organization that provides free, new books to children from low-income families.

"We are very pleased that Baskin-Robbins and DreamWorks have made this terrific corporate commitment to literacy," said First Book President, Kyle Zimmer. "With this level of dedication, thousands of children across the country will be able to discover a passion for reading and learning that will last a lifetime."

The event was also used to promote DreamWorks new animated movie, Shrek, which hits theaters nationally on May 18, 2001.

"Partnering with DreamWorks to help celebrate their release of Shrek has been a great opportunity to combine the fun of ice cream through our new Shrek flavors with an exciting new theatrical event," said Joe Adney, director of marketing for Baskin-Robbins.

Baskin-Robbins estimated that over 3 million free scoops would be delivered. Long lines going out stores and down sidewalks (sometimes into parking lots) appear to support that estimate.

Visit the Digital Media FX Shrek Movie Site by clicking here.

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News Link of the Day - No Deal Yet in Hollywood Talks

According to MSNBC:

"Negotiators for the Writers Guild of America and studio executives recessed again Thursday morning without reaching a new contract agreement. Talks went until after 1 a.m. PT, with both sides agreeing to meet again around 10 a.m...."

Click here for the full story.

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