IQ News: Small Soldiers Will Storm Web Until Christmas

With hopes of a potential summer blockbuster movie in Small Soldiers, DreamWorks Pictures has chosen the Web as a primary arena to build up momentum prior to the box office release and-more significantly-to sustain interest in the movie merchandise through Christmas. In a twist, co-producers DreamWorks and Universal Pictures have designated Curiocity’s FreeZone, a kids site that boasts nearly 200,000 registered members and 3.2 million page views per month, the exclusive promotional site for the movie instead of building a separate Web destination.
“Kids go to FreeZone every day on their own,” said Michael Vollman, head of field promotions at DreamWorks, which doesn’t have a corporate site.