Turner reveals further Ben 10 Live details - Licensing.biz

Turner reveals further Ben 10 Live details

Interactive show to take in over 27 arena venues across Europe, closing in December 2011.
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Turner CN Enterprises has signed a deal with live event producer MAS Music, Arts & Show, for a new interactive show based on the hit boys property Ben 10.

Ben 10 Live - The Rise of Vil-Eon opened in Portugal on the October 29th 2010 and will roll out in more than 27 arena venues across Europe including Italy, Spain, France, Turkey, Germany, UK, Poland, Greece, Denmark, Norway, Sweden, Russia, Hungary, Romania - before closing in Bulgaria in December 2011.

A fully immersive brand experience, it encompasses characters from both original Ben 10 and Ben 10 Alien Force. The show calls upon the audience to get involved and help the Plumbers in their battle against their archenemy VILGAX who is hatching a plan to combine forces with EON so they can steal the Omnitrix and rule the entire universe.

Audience participation is central to the production and awareness will be driven even before show launch by a fully integrated campaign that encompasses television adverts on Cartoon Network immediately after the broadcast of Ben 10 programming, print advertising in national and regional newspapers, radio spots, outdoor campaigns and direct marketing activities.

Significant investment has been made in the production that blends live action and costume characters with two exclusive aliens. The cast includes over 20 actors combined with multimedia scenery, animated projections, LED’s, lasers and high impact aerial and acrobatic scenes.

Daniele Luppino, producer of the show, explained: “Ben 10 Live involved a huge output effort with impressive scenery, outstanding costumes, original choreographies and special effects. Our investments have been hugely rewarded with extremely positive reviews from the critics and by the overwhelming enthusiasm and excitement of children and parents throughout and after the show.”

Alan Fenwick, VP, Turner CN Enterprises, added: “Ben 10 Live - The Rise of Vil-Eon is another exciting milestone in the evolution of the Ben 10 franchise. Far from being a traditional costume character lead show with limited audience interaction, the Ben 10 fan has been central to all our thinking when developing this immersive brand experience.

"We’ve worked very hard to engage fans before and during the actual show across all Turner media platforms ensuring a meaningful extension with the Ben 10 brand which will engender loyalty and demand for licensed products and new content.”

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