Paramount Pictures UK has taken a flight simulator called The Queen Bee on a nationwide tour as part of promotion for new animation film, ‘Bee Movie’.
The project involved adapting an aeroplane flight simulator to provide a flight experience as seen through the eyes of Barry B Benson - the main character from the movie.
Beatwax conceived and executed all elements of the 10 city tour for Paramount Pictures UK to promote the film ahead of its UK release.
One of the main features of the ‘Bee Movie’ tour was the Bee Hive – a child-friendly marquee featuring activities such as dressing up in a bee suit and running and jumping against a gigantic barfly velcro wall, gaming pods and face painting areas, as well as free film merchandise and three plasma screens showing film footage.
Head of promotions at Paramount Pictures UK, Sarah Gregory, said “It was a showpiece touring experience; a pure spectacle that engaged family audiences throughout the regions.
“This helped to provide some much needed tactical edge at a very competitive time of year at UK box offices. The media exposure we gained from this promotion at regional level was exceptional.”