Hairspray Film/Carnival Partnership Includes Cruise, Etc.

Carnival Cruise Lines and New Line Cinema have teamed up for a one-of-a-kind marketing partnership on Hairspray, one of the summer's most anticipated films.

The partnership includes Hairspray-themed programming and prize giveaways aboard Carnival's fleet of 22 "Fun Ships," a special prize promotion, and an exclusive Hairspray movie trailer and behind-the-scenes footage viewable only at www.carnival.com/hairspray. The partnership marks the first time Carnival has been involved in a major motion picture promotion, and is expected to reach millions of consumers in the month of July alone.

"Hairspray and Carnival Cruise Lines both strive to offer a fun, highly entertaining and truly memorable experience for our respective audiences," said Bob Dickinson, president and CEO of Carnival Cruise Lines.  "This partnership provides Carnival with a special opportunity to enhance our guests' vacations by offering some unique shipboard events tied into a fantastic movie that, just like our cruise line, is geared toward families."

Hairspray features an all-star cast including John Travolta, Queen Latifah, Michelle Pfeiffer, Christopher Walken, Amanda Bynes, Allison Janney, Brittany Snow, Zac Efron, Elijah Kelley and newcomer Nikki Blonsky in the lead role.  To help jumpstart the buzz, the partnership will kick off June 15 with the debut of a special Hairspray movie trailer and behind-the-scenes footage from the making of the film exclusively at www.carnival.com/hairspray.

Also, consumers who book a Carnival Cruise Lines vacation between June 15 and July 31, 2007 will be automatically entered into a drawing to win an all-expense-paid trip for four to New York City to see the Hairspray musical on Broadway and receive complimentary make-up and wardrobe makeovers.  Consumers may also enter to win without purchase. To enter the contest or to view the official contest rules, visit the Carnival website's Hairspray page.

A national print advertising campaign promoting the partnership and prize giveaway will launch in mid-June in several consumer magazines, including People, Oprah, More, InStyle and Women's Health.

Throughout the month of July, guests sailing on Carnival Cruise Lines' "Fun Ships" will have the opportunity to participate in a variety of Hairspray-themed activities including "Hair-aoke," a take-off on the popular karaoke sing-along craze, incorporating songs from the movie and the 1960s, and a "Hairspray Hop" theme party within the cruise line's popular teen program.  Participants will receive a variety of Hairspray-themed prize giveaways, including cameras, movie tickets, posters, tank tops, lip balm and other items.  Hairspray Dance Lessons will also be offered, providing guests the opportunity to learn dance moves performed by the characters in the movie.

Carnival guests will also be privy to a special 30-minute DVD airing on the cruise ships' in-cabin TVs that shows movie clips and behind-the-scenes highlights.

Broadway's Hairspray is originally based on the 1988 John Waters comedy. The new version of the film is based on New Line's hit Broadway adaptation of the film, which debuted in 2002, and went on to win eight Tony Awards including Best Musical, Best Score, Best Book and Best Director. 

Marc Shaiman and Scott Wittman contributed new songs to their existing Tony Award-winning score. Shaiman also serves as the film's music supervisor and will compose the music score for the film as well as produce its songs. Wittman and Shaiman will also serve as executive producers on the film. The new screenplay for Hairspray was written by Leslie Dixon (Freaky Friday, Outrageous Fortune).

Toby Emmerich, New Line's president of production, oversee the film along with New Line's Executive VP of Production Mark Kaufman, and Creative Executives Michael Disco and Daryl Freimark.

Visit www.carnival.com for more information.  Visit www.hairspraymovie.com for more on the Hairspray film.

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