Fox launches 'Alvin' DVD campaign

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20th Century Fox Home Entertainment, which in December staged one of the quarter's few big shindigs in support of "The Simpsons Movie," is back at it with "Alvin and the Chipmunks."

The launch campaign in support of the April 1 DVD and Blu-ray Disc release of the big theatrical hit, which grossed $215.2 million in U.S. theaters, kicks off March 27 with a red-carpet benefit concert in Los Angeles that benefits the VH1 Save the Music Foundation.

Fox is donating $30,000 to the foundation to help fund music programs at schools. Students from one of the beneficiary schools, in Los Angeles, are being treated to a concert featuring Alvin and the Chipmunks as well as Radio Disney stars Keke Palmer and T-Squad. Also on hand: film stars Jason Lee, Jesse McCartney, Matthew Gray Gubler and Cameron Richardson; Ross Bagdasarian Jr., executive producer of the film and son of the Chipmunks' creator; and other talent.

After that, the "Get Munk'd Tour 2008" rolls out nationwide, with stops in 12 top cities on three consecutive weekends, including Chicago, Philadelphia, Detroit, Atlanta and San Diego. The performances will be in malls, and fans will be given step-by-step dance lessons by the show's backup dancers. Also on hand will be video game play stations and green-screen photo booths where fans can have their photos taken as though they are on stage with Alvin and crew.

"The music and characters in this film really lend themselves to live performances and interactive showmanship," said Steve Feldstein, 20th Century Fox's senior vp of marketing communications. "The response to the Chipmunks by children and families has been incredible, and we want to allow them to interact with these beloved characters and enjoy them outside of the home as much as they will enjoy the DVD in their home."
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