Sony Pictures Animation and Columbia Pictures have put together a “Global Smurfs Day” to be held Saturday, June 22, 2013. The worldwide event honors the birth of Peyo (the nickname of comic book artist and Smurf creator Pierre Culliford) who was born on June 25, 1928, and celebrates the upcoming release of Sony Pictures Animation’s new film The Smurfs 2. This is the second time such an event has been held; the first one was to celebrate the release of Sony’s 2011 film The Smurfs.
The epicenter of the promotional event will be in Peyo’s hometown of Brussels, Belgium, where a special ceremony will take place near Brussels Central Station, which also happens to be the location of a giant Smurf statue along with a Smurf retail store (I’m just the messenger). Peyo’s daughter, Veronique Culliford, will officially appoint a group of “Smurf Ambassadors,” which includes over 40 people from 28 different countries who will all be “dressed as Smurfs” (whatever that really means). After the ceremony, the Smurf Ambassadors will travel to Paris, France, to attend a screening of The Smurfs 2, and to participate in other promotional events.
More information about where to be (or, in my case, where not to be) for Global Smurfs Day events is located at the official Global Smurfs Day microsite. The Smurf Ambassadors will also be posting photos from their adventures of the day on Instagram with the hashtag #GlobalSmurfsDay.
Commenting on the announcement, Marc Weinstock, president, Worldwide Marketing for Sony Pictures, said:
“We’re thrilled that we can continue the tradition we started on the first film with an all-new Global Smurfs Day celebration. This is a great way to honor Peyo’s birthday and his legacy, by bringing the world together across generations for a day of fun and festivities.”
The Smurfs 2 opens in U.S. theaters on July 31, 2013.