Empire Pulls Off An Icy Publicity Stunt in Times Square to promote Ice Age DVD Release

In order to generate press and create excitement surrounding the DVD release of their hit feature film, "Ice Age," 20th Century Fox asked Empire to come up with an idea for a press stunt that would draw lots of media attention. In order to achieve this goal, Empire conceived of and produced an ice sculpting performance that took place on a stage on the sidewalk in front of Toys "R" Us Times Square. The feature of this show was a 16' tall Geoffrey the giraffe made of ice surrounded by sculptures of the other characters from the film. Empire brought in world-renowned ice sculpture team "Fear No Ice" to deliver the live ice sculpting performance. Lighting and fog effects were used to enhance the atmosphere and draw more attention to the show. Background music consisted of a compilation of thematic songs including "Ice Ice Baby," "Cold and Ice" and "freeze frame." The atmosphere was further enhanced by the live walk-around characters from the film who interacted and posed for photos with guests. At the completion of the show, the world premiere of "Scrat's" Missing adventure," a short film that is available exclusively on DVD and home video was broadcast over the Jumbo "Geoffrey-tron" and was introduced by Denis Leary who was the voice of Diego, "Ice Age's" devilish saber-toothed tiger.Ther event was widely covered by both electronic and print media.