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    7-Eleven and Spiderman Join Forces

    C-store chain launches its first global promotion, offering collectible 3D Slurpee cups and chances to win a trip to the U.S. Premiere of Spiderman 3.

    DALLAS -- In anticipation of Columbia Pictures' May 4, 2007 worldwide release of Spider-Man 3, more than 5,800 participating 7-Eleven stores in the U.S. and Canada, along with thousands of 7-Eleven stores in six other countries around the world, are promoting the highly-anticipated movie throughout April, the company reported.

    Domestic plans include store events, online contests, radio advertising and one-of-a-kind collectible Slurpee cups. Internationally, 7-Eleven stores in Denmark, Hong Kong, southern China, Taiwan, the Philippines and Sweden will promote the movie in April by tying contests to their proprietary products.

    "This is one of the coolest cups we have ever designed, perfect for a perennially cool product like Slurpee," said Rita Bargerhuff, 7-Eleven senior marketing director.

    At the center of the promotion are three "jump-out-at-you" 3D Slurpee beverage cups and an online contest on the www.slurpee.com Web site, with prizes including three trips to walk the black carpet at the U.S. premiere of Spider-Man 3 in New York City on April 30.

    7-Eleven, in collaboration with Columbia Pictures and FreshWorks, developed three lenticular Slurpee cups that appear to feature moving animated characters, the company reported. One features Spider-Man changing from red to black as he appears to swing away from the cup, while the others feature villainous characters in action -- with memorable lenticular images of Sandman and Venom. Topping each collectible cup is a silver, domed lid with a web design.

    "We worked very closely with Columbia Pictures to create lenticular illustrations that would make great collectibles for any Spider-Man or Slurpee fan," said Bargerhuff. "I expect the cups will sell quickly."

    Additionally, 7-Eleven stores' featured Slurpee flavor for April is Black Cherry Lemonade.

    At 7-Eleven's www.slurpee.com Web site, visitors can register to play "Spin the Web" for a chance to win one of three trips to see the U.S. premiere of the film. The trip packages provided by 7-Eleven include airfare, lodging, ground transportation and tickets for two to the Spider-Man 3 premiere.

    Other "Spin the Web" prizes are 30 of the soon-to-be-released Spider-Man 3 video games by Activision and 300 Spider-Man 2.1 special edition DVDs, which include never-released action from Spider-Man 2, the company reported.

    "Our customers rank movies and sports as their top entertainment choices, but beyond that, Spider-Man is a great fit for core customers of our iconic Slurpee brand, whose ages are between 12 and 28," said Bargerhuff. "What is even more exciting is the 7-Eleven promotion is going around the world -- the first time we've done anything like this internationally."

    Joanne Dinwoodie, 7-Eleven's director of global marketing and merchandising, said, "Nearly 6,000 other 7-Eleven stores around the world will be among the first retail outlets offering customers Spider-Man 3 visuals and prizes, each in their own way. For example, 7-Eleven stores in Sweden will give away Spider-Man 3 computer games and merchandise, mobile phones and other prizes tied to a promotion of their frozen yogurt brand."

    "This is the first time 7-Eleven has activated a movie in so many markets, and we are thrilled to be a part of this global promotion," said Mary Goss Robino, senior vice president of global marketing partnerships at Columbia Tristar Marketing Group.

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