With the new-look movie opening on September 25th, Waterstones, Rocket Licensing and Penguin Books will be organising free dance workshops for kids to help boost the Fame brand.
The events will be held in two key outlets - Manchester's Arndale Centre and the Midsummer Place shopping centre in Milton Keynes on Saturday September 12th. The workshops will take place two weeks before the film's release, and hot on the heels of the publication of four Fame-themed books from Penguin's Ladybird imprint Sunbird.
The pre-event publicity is already well advanced. Penguin is sending an e-shot to all of its nearly 4,000 Ladybird subscribers and publicising the workshops on its website. Advance notice will also go out in Waterstones listings to local press, while the shopping centres involved will also add the events to their listings.
In addition, the workshops will be heavily advertised in-store with branded POS material, including colour banners around each bookshop and flyers at till points.
"With the publication of our four film tie-in books and the film arriving in late September, these events are perfectly timed to raise awareness and build excitement around the film release, the books and the Fame licensing campaign as a whole," said Eric Huang, category publisher at Penguin Books.