The National Hockey League (NHL) and Paramount Pictures have entered into a strategic marketing alliance supporting Mike Myers' Toronto-lensed comedy The Love Guru, following the Toronto Maple Leafs' pursuit of the Stanley Cup under the guidance of 'Guru Pitka', a self-help spiritualist played by Myers:
His unorthodox methods are put to the test when he must settle a rift between Toronto Maple Leafs star hockey player 'Darren Roanoke '(Romany Malco) and his estranged wife.
After their split, Roanoke's wife starts dating L.A. Kings star 'Jacques Grande' (Justin Timberlake), sending her husband into a professional skid, to the horror of team owner 'Jane Bullard' (Jessica Alba) and 'Coach Cherkov' (Verne Troyer).
Pitka must return the couple to marital nirvana and get Roanoke back on his game so the team can break the 40-year-old "Bullard Curse" and win the Stanley Cup.
The marketing alliance includes co-branded and co-produced spots featuring Myers and content from the film to air during NHL game broadcasts on NBC, VERSUS, CBC and TSN, online and in NHL arenas, exclusive NHL.com content and retail activations, all designed to promote the Stanley Cup Playoffs and the June 20, 2008 nationwide theatrical release of the comedy.
NHL.com will also feature unique content, including The Love Guru advice column, cast player faux biographies, blogs and behind-the-scenes video clips and photo galleries. NHL clubs will also support the partnership during Stanley Cup Playoff games, offering fans co-branded giveaways of passes to screenings and promotional items.
"We are excited to work with Mike Myers, one of our most loyal fans, and Paramount Pictures during the most electrifying time of our season, the Stanley Cup Playoffs," said Ed Horne, NHL Senior Executive Vice President, Communications, Entertainment, Club Business. "This alliance is just another step in our strategic plan to build scale and reinforce the NHL's position within the entertainment space."
"During production, the NHL afforded our filmmakers incredible access to teams, players, arenas and hockey fans," said Lee Anne Stables, Sr. Vice President, Worldwide Marketing Partnerships, Paramount Pictures. "And now through this partnership we have the opportunity to tap directly into the huge hockey audience to introduce them to 'The Love Guru'..".