MUMBAI: VH1, a unit of Viacom’s MTV Networks ( VIA, VIA.B), its “VH1 Save the Music Foundation” and Twentieth Century Fox are making music together on the studio’s family comedy event Alvin and the Chipmunks: The Squeakquel, which opens in theaters everywhere Wednesday, December 23.
The VH1 Save The Music Foundation, a nonprofit organization dedicated to restoring instrumental music education and raising awareness about the importance of music education, will be integrated in the “Squeakquel” during a scene where the CG animated Chipmunks are performing live on stage. Before they begin their performance, Alvin thanks the fans for supporting them and the beneficiary of the benefit concert, “VH1 Save The Music.”
Additionally, Fox and VH1 have together created an exclusive 30-second PSA that will run repeatedly on VH1 throughout the month of December. The PSA features Alvin, Simon and Theodore touting their status as “rock stars” and giving credit for their successes to their experiences studying music in school. The PSA includes the foundation’s messaging that “music develops minds” and “music=brainpower,” and drives to organization’s Web site VH1savethemusic.com.
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“Our goal was to create a mutually beneficial framework for both Fox and ‘VH1 Save The Music’ – cross-promoting the movie and the charity in a fun way that will live forever, reaching families,” said Mark McIntire, SVP, Integrated Marketing, VH1. “We are excited that together, we found an elegant integration that centers on the adorable Alvin characters that the world has come to love and helps amplify ‘VH1 Save the Music’ and its mission to build awareness of the importance of music education in public schools as the foundation enters its 13th year.”
The VH1 Save The Music Foundation is a nonprofit organization dedicated to restoring instrumental music education programs in America’s public schools, and raising awareness about the importance of music as part of each child’s complete education. Since 1997, VH1 Save The Music has provided $43 million worth of new musical instruments, donated to more than 1,600 public schools in more than 100 cities around the country, impacting the lives of more than 1.2 million public school students. Now twelve years strong, it is our renewed commitment to donate one hundred million dollars worth of new musical instruments to ensure that even a greater number of students receive a comprehensive music education in the coming decade! To join the movement to First Make Music, Then Make History, visit www.vh1savethemusic.com.
VH1 connects viewers to the music, artists and pop culture that matter to them most with TV series, specials, live events, exclusive online content and public affairs initiatives. VH1 is available in 95 million households in the U.S. VH1 also has an array of digital channels and services including VH1Classic, VH1 Soul, VH1 Mobile, VH1Games and extensive broadband video on VH1.com. Connect with VH1 at VH1.com
