Cinemark, Universal Team to Unveil 500,000 Evan Almighty Gift Cards

Cinemark's new
Evan Almighty gift cards

Gift cards are getting some star power. Cinemark USA and Universal Pictures have teamed up to launch a limited edition card around the upcoming release of Evan Almighty.

Since last week, the gift card, which can be loaded with any amount, is available in theaters or at Cinemark.com. It can be used toward tickets or concession items and features images from the film, due out June 22.

"Everyone loves the gift of movies," said Allison Jernigan, director of business development, Cinemark USA. "This is a way to reward employees for a job well done or as a nice holiday gift."

The effort is being supported by P-O-P and ads in about 200 Cinemark theaters. Cinemark will also send an e-mail blast to more than a half million registered gift card users.

Cinemark will release about 500,000 gift cards under the promotion, Jernigan says. Gift card recipients can register their card to manage their account, purchase tickets in advance online, view activity and reload the card with additional funds.

The effort is part of a holiday push by Universal Pictures to create early buzz around the movie, a sequel to the 2003 hit Bruce Almighty. Evan Almighty stars Steve Carell as a newly elected Congressman whose life gets turned upside down when God asks him to build an ark.

The gift card is one of several Cinemark has rolled out for previous movies, including King Kong, Bewitched, Meet the Fockers and Spider-Man 2. Cinemark operates nearly 400 theaters in 37 states and internationally.

Cinemark is also rolling out its own branded gift card for the holidays featuring its feline mascot, Front Row Joe. The card available in theaters or online, can also be loaded with any amount.

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