Six Flags partnered with Sony Pictures Entertainment in 2011 to help launch the highly anticipated summer blockbuster film, "The Smurfs ®". Promotion occurred in participating parks during Spring Break events in conjunction with an in-store ticket offer debuting Smurf-branded merchandise at Hot Topic stores nationwide. Additionally, Six Flags sponsored a sweepstakes providing Smurf fans the chance to win a fly-away trip to New York City, Six Flags tickets, and more. The promotion and ticket offer was supported with a co-branded campaign in all Hot Topic Stores and at participating Six Flags using Six Flags TV, digital billboards, signage and online inventory at sixflags.com.