American Girl Hits The Big Screen In New Cinema Advertising Campaign To Promote Its New Movie “An American Girl: Saige Paints the Sky”

July 09, 2013

Integrated On-Screen, On-Site and Online Campaign Created by Starcom USA Will Run Across NCM Media Networks

Middleton, Wis. and Centennial, Colo. - July 9, 2013 - American Girl is heading to the big screen to promote the release of its new feature-length movie from Universal Studios Home Entertainment, "An American Girl: Saige Paints the Sky." Created by Starcom USA, the integrated cinema advertising campaign will be seen across NCM Media Networks, on-screen, on-site and online.

Available on July 2, 2013, on Blu-rayTM Combo Pack, DVD, and Digital Download, "An American Girl: Saige Paints the Sky" chronicles the passionate young artist Saige CopelandTM, American Girl's popular 2013 Girl of the Year, as she sets out to save her school's art and music programs. It stars Jane Seymour ("Dr. Quinn, Medicine Woman") and introduces Sidney Fullmer as SaigeTM. The film is also scheduled to air on Saturday, July 13, 2013 at 8/7C on NBC.

On-screen spots featuring the new movie began running last week in NCM's FirstLook pre-show program in front of G and PG-rated movies in AMC, Cinemark, Regal Entertainment Group and other top theaters nationwide. The "An American Girl: Saige Paints the Sky" 30-second spots can also be seen in theater lobbies across NCM's Lobby Entertainment Network (LEN) throughout July.

To celebrate the debut of "Saige Paints the Sky," American Girl and Starcom also worked with NCM to host special screening events for girls and their dolls from July 8-11 at select movie theaters in 20 key markets across the country. (For a complete list of participating theaters and times, visit ncm.com/americangirl). To help drive awareness and registration for the screening events, the on-screen spots and American Girl theater lobby standees direct audiences to the americangirl.com/girloftheyear website for screening details and a behind-the-scenes look at the upcoming film. The Saige movie site also includes the movie trailer and video clips, cast and character bios, movie-related events, games, crafts, and much more.

American Girl is also spreading the word about the free screenings to fans and their parents through an online advertising campaign running across NCM's Online Network of over 40 top entertainment-related websites.

"Through the magic of our movies, girls get to see the characters they love come to life onscreen," said Kathy Monetti, vice president of marketing for American Girl. "Bringing Saige to the big screen was a perfect way to share the excitement of our newest movie release personally with girls across America, and judging by our many sold-out shows, I think girls agree!"

"We wanted to make sure that Saige was the number one topic of conversation among girls and moms, and we knew that being on the big screen would be a great way to get both audiences talking about the new character and the DVD release," said Cindy de Leon, Director, Starcom USA. "NCM was a great partner and its ability to execute pre-screenings was exactly the partnerships we needed to make this a success."

"When it comes to promoting an entertainment property, you can't beat cinema for impact and engagement," said Cliff Marks, president of sales and marketing with NCM Media Networks. "Parents and kids enjoying a day out together at the movies is an American tradition, especially during summer vacation, so this was an ideal opportunity for American Girl Brands to reach this important co-viewing audience."

NCM Media Networks is the top national cinema network reaching moviegoers on-screen, on-site, online and on the go. NCM operates the largest digital in-theater network in North America, with an annual audience of over 700 million moviegoers. NCM is also America's No. 1 weekend network, consistently ranking higher in reach than any other network on Fridays and Saturdays,* and is a top 10 network during the rest of the week, ranking on average as the No. 8 network during key sweeps periods.

About American Girl
American Girl Brands is a wholly owned subsidiary of Mattel (NASDAQ:MAT) (www.mattel.com), the world's leading toy company. Since American Girl's inception in 1986, the company has devoted its entire business to celebrating the potential of girls ages 3 to 12. American Girl encourages girls to dream, to grow, to aspire, to create, and to imagine through a wide range of engaging and insightful books, age-appropriate and educational products, and unforgettable experiences. In meeting its mission with a vigilant eye toward quality and service, American Girl has earned the loyal following of millions of girls and the praise and trust of parents and educators. To learn more about American Girl or to request a free catalogue, call 1-800-845-0005, or visit www.americangirl.com.

About Starcom USA
Starcom USA (www.starcomusa.com) is a world-renowned media communications agency that simplifies human understanding insights to deliver meaningful brand experiences. With more than 1,200 employees and an estimated $10.3 billion in billings (RECMA 2011) in the U.S., Starcom USA helps get the right consumers' attention and delivers brand-building results for many of the world's leading companies, including Allstate, Anheuser-Busch InBev, Bank of America, Burger King, Kellogg Company, Microsoft, Procter & Gamble, Samsung and more.

Starcom USA is part of Publicis Groupe [Euronext Paris: FR0000130577], the world's third largest communications group. Publicis Groupe is also ranked as the world's second largest media counsel and buying group and is the first global network in digital and healthcare communications.

About National CineMedia (NCM)
National CineMedia (NCM) operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom Events present cinema advertising and events across the nation's largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM's theater advertising network covers 183 Designated Market Areas® (49 of the top 50) and includes approximately 19,300 screens (over 18,400 digital). During 2012, approximately 710 million patrons attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events live digital broadcast network ("DBN") is comprised of over 740 locations in 172 Designated Market Areas® (including all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 41 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 44.9% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com. (NCMI-A)

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