Heineken Finds the Next Big Hit With MGM's "Be Cool"

Heineken Finds the Next Big Hit With MGM's "Be Cool"

AMSTERDAM, February 23/PRNewswire/ -- Heineken International today announced that it has partnered with Metro-Goldwyn-Mayer Pictures and Twentieth Century Fox to launch a world-wide promotional campaign for the new John Travolta film "Be Cool". The film premieres in the US on March 4th 2005 and internationally throughout March and April.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050223/163990)

John Travolta returns to the screen as Chili Palmer in "Be Cool", a sequel to the 1995 comedy smash hit "Get Shorty". In "Be Cool", Chili abandons the fickle movie business to bring his signature brand of wise-guy skills and negotiation tactics to the music industry, helping a sexy widow (Uma Thurman) save her record label while protecting himself from Rap moguls, music promoters, and the Russian mob.

Heineken's promotional campaign for "Be Cool" will give beer-loving moviegoers the chance to "Live the Life of Cool" and experience what it is like to be a real life Hollywood player. Competition winners from local promotions will win a true Los Angeles VIP experience including 5-star accommodation, entry into top restaurants and nightclubs and a host of additional prizes.

As part of the campaign, John Travolta will appear as Chili Palmer in a Heineken ad. The ad was shot in 30- and 45-second versions for television and cinema broadcast. The promotional campaign also comprises point of sale displays, on- and off-premise promotions, radio promotions, ticket giveaways to local screenings and tie-ins with local MGM/Fox field publicity and promotional events. The campaign will be activated in approximately 20 countries worldwide. The campaign and ad will also run on www.Heineken.com, starting on March 7th.

"We are excited to be partnered with MGM, 20th Century Fox and John Travolta for 'Be Cool,'" says Jeff Povlo Heineken International Sponsorship Manager. "With this film Heineken continues its long-standing association with high impact blockbusters which have a natural fit with the brand and which give us great opportunities to deliver unique experiences to our consumers."

"We're delighted to further our relationship with Heineken on 'Be Cool,' especially after having such great success with them on 'Die Another Day,'" says Peter Adee, MGM president of worldwide marketing. "This partnership is a very comfortable fit for this film, and we're excited for the launch of the campaign."

John Travolta previously starred in a Heineken ad for the promotion of the 2001 film "Swordfish." Heineken's partnership with "Be Cool", follows successful associations with other Hollywood blockbusters including "The Matrix Reloaded," "The Bourne Identity," "Die Another Day" and "Zoolander", to name just a few.

Heineken products will feature in scenes from the movie. Heineken's long-time entertainment marketing agency Norm Marshall & Associates coordinated the relationship. The ad was produced by Wieden+Kennedy Amsterdam, and US-based Ryan Partnership developed the below-the-line concepts.

A high resolution picture to accompany this release is available to the media at www.epa-photos.com

Source: Heineken International

For further information and copies or visuals from the ad please contact: Nicole McNaughton, Heineken International, Telephone: +31-20-5239-347 E-mail: Nicole.mcnaughton@Heineken.com

------- Profile: Ent