20th Century Fox Filmed Entertainment worked with Overstock.com to promote the release of animated film RIO through the launch of a RIO branded boutique on the online retailer’s website April 5 2011. The boutique showcased a variety of products that were themed around the movie, such as products that the protagonist, Blu, may have needed to make the journey to Rio. In addition, consumers stood the chance to win a trip to attend the movie premiere of RIO in Los Angeles, California.