Rue21 to Offer Promotion with Upcoming Teen Fantasy Film

In Marketing, What's New, Industry News by Accessories Staff

The Mortal InstrumentsWarrendale, PA—Teen retailer rue21 today announced it’s sponsoring a back-to-school promotion in connection with the much anticipated release of the film: “The Mortal Instruments: City of Bones.”

The retailer 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 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 and Franklin Mills Mall in Phildelphia. The stars special appearances will include a Q&A session in both malls followed by an autograph signing at the rue21 store.

“The Mortal Instruments: City of Bones” is scheduled to open in theaters on August 21. 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,” says 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, emails, and social media.

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.

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.


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