rue21, inc. and Sony Pictures Entertainment Partner on Promotional Activities for "The Mortal Instruments: City of Bones"
18 July 2013 - 11:00PM
rue21, inc. (Nasdaq:RUE), a leading specialty teen apparel
retailer, today announced that the company is sponsoring a
promotion in connection with the much anticipated release of "The
Mortal Instruments: City of Bones". rue21 is partnering with Sony
Pictures Entertainment to present one lucky winner with two tickets
to the Hollywood movie premiere of "The Mortal Instruments: City of
Bones." Three (3) movie-themed prize packs containing a soundtrack,
t-shirt, poster, book, and movie tickets will also be given away.
In addition, rue21 is hosting two legs of Sony Pictures'
10-market mall tour where fans can see the stars of the film, Lily
Collins and Jamie Campbell Bower. rue21 is hosting the events at
the Chicago Ridge Mall (Chicago Ridge, IL) and Franklin Mills Mall
(Philadelphia, PA). There will also be a talent Q&A
session in both malls followed by an autograph signing at the rue21
store.
"The Mortal Instruments: City of Bones" is set to hit theaters
on Wednesday, August 21, 2013. Movie-themed
t-shirts will be sold for girls and guys at all rue21 stores
nationwide. "We are incredibly excited to partner with Sony
Pictures Entertainment and the 'The Mortal Instruments: City of
Bones' as a part of our Back to School campaign," stated Dione
O'Dell, Senior Marketing Director for rue21. "Cross-promotional
opportunities such as this allow us to connect with our customers
and increase awareness about our rue21 brand." In addition to
promoting the sweepstakes with in-store signage, rue21 has released
an all-encompassing campaign through rue21.com, emails, and social
media outlets. See more information here. Talent Q&A and
meet and greet are subject to talent availability.
About rue21:
rue21 is a leading specialty teen apparel retailer offering
exclusive branded merchandise and the newest trends at a great
value. rue21 currently operates 945 stores in 47 states. Learn more
at www.rue21.com.
About "The Mortal Instruments: City of
Bones"
A Constantin Film and Unique Features (TMI) Inc. production,
"The Mortal Instruments: City of Bones" is adapted by Jessica
Postigo Paquette from the New York Times best-selling young adult
fantasy novel series by author Cassandra Clare. The film is
directed by Harald Zwart and features Lily Collins, Jamie Campbell
Bower, Robert Sheehan, Lena Headey, Jonathan Rhys Meyers, and more.
Robert Kulzer and Don Carmody are producing and Bob Shaye, Michael
Lynne and Martin Moszkowicz are executive producing.
Set in contemporary New York City, a seemingly ordinary
teenager, Clary Fray (Lily Collins), discovers she is the
descendant of a line of Shadowhunters, a secret cadre of young
half-angel warriors locked in an ancient battle to protect our
world from demons. After the disappearance of her mother (Lena
Headey), Clary must join forces with a group of Shadowhunters, who
introduce her to a dangerous alternate New York called Downworld,
filled with demons, warlocks, vampires, werewolves and other deadly
creatures. Based on the worldwide best-selling book series and
released by Screen Gems, the film will be in theaters on August 21,
2013.
CONTACT: Joseph Teklits / Jill Gaul
ICR, Inc
203-682-8200
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