Rue21 and Sony Pictures Entertainment team for movie promotion

Warrendale, Pa. -- Rue21 is partnering with Sony Pictures Entertainment to promote the release of "The Mortal Instruments: City of Bones.” The promotion awards a winner with two tickets to the Hollywood movie premiere; three additional winners receive movie prize packs.

In addition, Rue21 is hosting two legs of Sony Pictures' 10-market mall tour where fans can see the stars of the film, Lily Collins and Jamie Campbell Bower. Rue21 is hosting the events at the Chicago Ridge Mall (Chicago) and Franklin Mills Mall (Philadelphia).

Movie-themed t-shirts will be sold at all Rue21 stores nationwide. "We are incredibly excited to partner with Sony Pictures Entertainment and the 'The Mortal Instruments: City of Bones' as a part of our Back to School campaign," said Dione O'Dell, senior marketing director, Rue21.

"Cross-promotional opportunities such as this allow us to connect with our customers and increase awareness about our Rue21 brand."

In addition to promoting the sweepstakes with in-store signage, Rue21 has released a multichannel campaign through Rue21.com, emails, and social media outlets.

"The Mortal Instruments: City of Bones" is set to hit theaters on Aug. 21.

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