Narnia calls on malls
Taubman Centers to host 'Chronicles' experience
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Disney and mall operator Taubman Centers have inked a first-of-its-kind deal to install a "Chronicles of Narnia" experience in Taubman's malls, including L.A.'s Beverly Center.
The "Narnia Experience" will include video clips of the film's young stars welcoming visitors, audio from the films, an exhibit of props from the film and interactive multimedia.
Besides the usual photo with Santa, installation will have a digital greenscreen photo op so children can have photos of themselves "in" the film.
Kodak, a partner in the project, will offer "Narnia"-themed snow globes to take home.
Installations bow Nov. 15, well in advance of the film's Dec. 9 opening, and are aimed not just at the tykes who normally sit in Santa's lap but at older kids and tweens as well.
The "Narnia Experience" also extends past Santa season to Jan. 9, so Narniacs will be able to go when lines are shorter.
Taubman malls will have decor and signage promoting the film and licensed "Narnia" products.
David Goldberg, Taubman's vice president of marketing and sponsorship, noted the average mall in the U.S. gets more than 1 million visits a month, even outside of holiday season.
"You can introduce that film in a three-week ramp-up in an incredibly personal way in these 11 malls to build up anticipation," Goldberg explained. "Then, when the movie breaks, drive them to the box office."
The holiday installations at the Taubman malls will be an annual offering, tied to a different movie each year.
Other Taubman malls that will feature the "Narnia Experience" include the Mall at Short Hills, N.J.; Cherry Creek in Denver; and Fair Oaks in Fairfax, Va.
"The Chronicles of Narnia: The Lion, the Witch and the Wardrobe" is a Walt Disney Pictures/Walden Media production. The "Narnia Experience" was designed by the Becker Group.
