Lego UK renews Vue Kids AM cinema sponsorship

Lego UK has renewed its Vue Kids AM cinema sponsorship in a deal conceived and negotiated by Pearl & Dean and Carat Sponsorship.

The deal means Lego remains the sole sponsor of Kids AM – screenings which take place at all Vue sites on weekends and half-term holiday mornings, showing recent family films for 95p per child and adult.

Negotiated by Joe Copeman of Pearl & Dean and Krane Jeffery of Carat Sponsorship, the sponsorship runs between March 2010 and February 2011.

It includes on-screen activity, as well as a strong in-foyer presence, quad posters and film listings leaflets. Vue’s website will also feature an online promotion on its homepage and an individual Lego UK landing page.

Joe Copeman, Pearl & Dean, said: “Over the past three years this unique partnership has provided Lego with a fantastic cross-platform approach to engage with its key demographic audiences, and also allowed Vue to extend and bring the cinema experience to life for its customers.”