Sony Inks Promo Pact with Yahoo

Yahoo! and Sony Pictures Digital Entertainment have signed an agreement to promote Sony Pictures films on the Web. This agreement is part of a previously announced relationship between Sony Corporation of America and Yahoo!.

Under the terms of the agreement, select motion picture releases from Sony Pictures Entertainment will be integrated across the Yahoo! network, beginning with “Riding in Cars with Boys,” starring Drew Barrymore and directed by Penny Marshall, which opens on Friday.

For the first integrated online marketing program of the relationship, Yahoo! and Sony Pictures Digital Entertainment co-developed the “Riding in Cars with Boys” campaign currently running throughout the Yahoo! network.