7-Eleven's "Fantastic" Idea

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7-Eleven's "Fantastic" Idea

DALLAS -- To coincide with the June 15 release of 20th Century Fox's new movie, "Fantastic 4: Rise of the Silver Surfer," 7-Eleven will run a month-long promotion where stores will host exclusive, advance screenings of "Rise of the Silver Surfer" in 20 U.S. cities and offer customers the chance to win four trips, including a cameo appearance in a 20th Century Fox movie, along with 440 other prizes through an online Fantastic 4 game.

"Superheroes have been around 7-Eleven for 30-plus years, but for most of that time, they appeared on our proprietary drink cups," said Jay Wilkins, category manager for Big Gulp and Slurpee beverages. "We still have very cool cups, but today's movies are much bigger events, and the promotions have to be as well. Movie screenings, trips, product placement in movies, online games, special Slurpee colors and concoctions help 7-Eleven stay relevant in the minds of movie fans and consumers."

The promotion will also feature a 44-ounce Super Big Gulp collectible cup featuring the Fantastic 4 heroes from the movie -- Mr. Fantastic, the Invisible Woman, the Human Torch, the Thing and the new rival, the Silver Surfer.

"We know our customers love movies and have a special affinity for superhero movies," Doug Foster, 7-Eleven vice president and chief marketing officer, said in a written statement. "The big 'wow' for the Slurpee brand in this movie is a product placement because it's a fresh, relevant approach to supporting the iconic beverage."

In the new movie, the Thing can be seen drinking a Slurpee beverage, according to the company.

The grand prizes include one of four trips: a 20th Century Fox movie premiere; a walk-on appearance in a Fox feature film; a visit to a 20th-Century Fox movie set, or take on the creator of the new Fantastic 4 video game, to be released June 15 by Take-Two Interactive. The other 440 prizes include life-size sculptures of the Silver Surfer; the new "Fantastic 4: Rise of the Silver Surfer" video game, and DVDs of the first "Fantastic 4" movie and movie posters.

In other 7-Eleven news, the company reached an agreement with Houston-based Cardtronics Inc. to service the ATM operations of U.S. 7-Eleven stores.

As part of the agreement, Cardtronics will hold a 10-year exclusive right to operate all ATMs and advanced function financial self-service kiosks in 7-Eleven locations throughout the U.S., including new 7-Eleven stores.

"The 7-Eleven footprint nicely complements our existing base of deployed machines and strengthens our presence in key geographies while further solidifying Cardtronics' position as the ATM provider of choice for national merchants, thanks to our quality of service, unmatched scale and unique bank branding and surcharge-free offerings," Brian Archer, Cardtronics executive vice president, said in a written statement.

Cardtronics will assume ownership or operation of all ATM and Vcom equipment currently owned or leased by 7-Eleven, in addition to maintenance, cash replenishment, processing, customer service, 24-hour monitoring and other operational functions for the ATMs.