7-Eleven Partners with 'Cowboys & Aliens'

7-Eleven has partnered with the feature film "Cowboys & Aliens" to launch its new Wrist Blaster cups this month to support the film's July 29 release.

The cup , which includes a switch-controlled blue backlight, retails for $6.99 and includes the first Slurpee fill-up. In addition, 7-Eleven will offer six premium "Cowboys & Aliens" cups and a new "Alienade" flavor.

"Like Slurpee drinks, 'Cowboys & Aliens' appeals to all age groups," says Jesus Delgado-Jenkins, 7-Eleven's senior vice president of merchandising, marketing and logistics.  "Not only does the movie cross genres, it crosses generations of 7-Eleven customers–fans who remember the classic Westerns and younger generations who have made action-thrillers one of today's most popular genres."