‘Matt Hatter’ Heads to Theaters

Platinum Films has teamed up with Vue Entertainment to premiere the new season of the CITV animated series “Matt Hatter Chronicles" at 81 Vue movie theaters across the U.K. this month.

Hatter fans will have the chance to see a bumper-length episode of the action-adventure series on Aug. 30 before the show returns to television this September.

U.K. toy retailer Argos will run a synchronized marketing campaign across print, digital and in-store media promoting the nationwide film campaign. 

Platinum Films will also be hosting a red carpet premiere event at one of Vue’s flagship cinemas, Vue West End in Leicester Square. Guests will include national and regional press, VIPs, CITV-supported children’s charities and prize-winning Hatter fans.

“We are thrilled to be partnering with Vue Entertainment on this exciting cinema campaign and to have unprecedented cross-media support from Argos,” says Nigel Stone, chief executive office, Platinum Films. “Being able to showcase CITV’s new season premiere of 'Matt Hatter' on the big screen during the school summer holidays is fantastic. Matt lives in a movie theatre in Notting Hill, London, and every super villain in the show is an escaped character from an adventure movie, so this initiative truly resonates with the DNA of the brand.”

The nationwide campaign will also feature the all-new Matt Hatter Chronicles toy line by Simba Smoby U.K. The toy line includes action figures, vehicles and role-play toys that encourage collectability and engage kids in interactive play patterns derived directly from the show. Selected role-play items allow kids to “go multivision” using their Multivision Specs or Hero Mask, and Hatter Fans can continue the adventure online by unlocking exclusive 3D content on MattHatter.com and watching 3D videos.