: Up will be the first Pixar film to be presented in Disney Digital 3-D. The film premiered by opening the 2009 Cannes Film Festival, the first animated film to do so. It will be accompanied in theaters by the short film Partly Cloudy, directed by Peter Sohn. Whenever the film is screened at the El Capitan Theatre from May 29 to July 23, it will be accompanied by Lighten Up!, a live show featuring Pixar's characters.
Among the children's books that will be published to promote the film is My Name is Dug, which was illustrated by screenwriter Ronnie del Carmen. Despite Pixar's track record, Target Corporation and Wal-Mart will stock few Up items, while Pixar's regular collaborator Thinkway Toys will not produce merchandise, claiming its story is unusual and will be hard to promote. Disney acknowledged not every Pixar film would have to become a franchise. Promotional partners include Aflac, NASCAR and Airship Ventures, while Cluster Balloons will promote the film with a replica of Carl's couch that will be lifted by hot air balloons, that journalists can sit in.
More Information at www.pixar.com
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