Brand Week has an article "The Biz: Spotted: Owl Marketing For NLC"
http://www.brandweek.com/bw/magazine/columns/article_display.jsp?vnu_content_id=1002236428
Trans World Entertainment’s 650 mall-based F.Y.E. stores will use counter cards to promote a sweeps to win front-row seats and backstage passes to a Jimmy Buffett concert. Buffett is a Hoot producer and actor.
Since the family film is not specifically aimed at Buffett’s parrothead contingent, there’s no booze brand partner, but the musician’s Margaritaville and Cheeseburger in Paradise restaurants will support Hoot with posters, activity books and trailers. Vacation guide Visit Florida will run a sweeps for family travel packages and the American Library Assn. will insert posters in its magazines that link the film to the Carl Hiassen book.