Sony Pictures Entertainment and Gourmet Trading Company teamed up to promote the theatrical release of THE SMURFS: 3D. In anticipation of the release of the film, Gourmet Trading Company added the iconic characters of THE SMURFS to their blueberry packaging. Labels featuring THE SMURFS also included a code for a gift-with-purchase offer. Customers also entered their codes on a custom website for a chance to receive either a free $5 movie ticket upgrade to see ?he Smurfs?or a Smurfs virtual skin for their computer.