The National Hockey League (NHL) and Warner Bros. Pictures have teamed on an integrated marketing campaign to promote the studio's highly anticipated film 300. The NHL and its Member Clubs will support the release of 300, which is set to open in theaters nationwide March 9, with a TV spot, co-branded merchandise, on-line promotions and player appearances, all as part of the NHL's "Quest for the Cup" initiative.

The 30-second TV promo features NHL game action and mixes dramatic shots of NHL players and the Stanley Cup with battle scenes and dialogue from the film. The spot, which was produced by NHL Productions, will air during NHL game broadcasts on NBC, VERSUS, TSN and local affiliates. The promo also will appear on and in-arena during NHL games in select NHL markets. In addition, NHL clubs will offer its fans various giveaways, including t-shirts featuring the "Quest for the Cup" and 300 logos and passes to screenings of the film. Former and current NHL players, including members of the Anaheim Ducks, are slated to attend the March 5 Los Angeles premiere of the film, accompanied by the Stanley Cup.

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"This promotion is just another step in the NHL's overall efforts to integrate the NHL brand into the entertainment landscape," said Ed Horne, President, NHL Enterprises.

"Hockey is a non-stop, action-packed sport, making the NHL a perfect promotional partner for our film 300, which has all the action hockey fans could want," added Dawn Taubin, President, Domestic Marketing, Warner Bros. Pictures. "This is a very exciting facet of our marketing campaign that puts this innovative new film in a whole new arena."

300 is a ferocious retelling of the ancient Battle of Thermopylae in which King Leonidas (Gerard Butler) and 300 Spartans fought to the death against Xerxes and his massive Persian army. Facing insurmountable odds, their valor and sacrifice inspire all of Greece to unite against their Persian enemy, drawing a line in the sand for democracy. Inspired by the work of graphic novelist Frank Miller, creator of Sin City, and directed by Zack Snyder (Dawn of the Dead), the film brings Miller's acclaimed graphic novel to life by combining live action with virtual backgrounds that capture his distinct vision of this ancient historic tale.

The TV ad is available for viewing on