Press Releases

CULVER CITY, Calif. (June 25, 2011) - Today, in honor of Global Smurfs Day, Smurfs fans in 11 cities around the world set a new Guinness World Records title for the Largest Gathering of People Dressed as Smurfs within a 24-hour Period in Multiple Venues, it was announced today by Marc Weinstock, president, Worldwide Marketing for Sony Pictures Entertainment. The worldwide events were organized by Sony Pictures Entertainment and Sony Pictures Animation in anticipation of the release of The Smurfs®, which will be released in the US on July 29, 2011.

As worldwide audiences turned out to celebrate the birthday of Peyo, the creator of the Smurfs, fans came to events dressed as Smurfs (white Smurf hat, white pants and shoes, and body painted blue). Adjudicators from Guinness World Records confirmed that a total of 4,891 people dressed as Smurfs in 11 locations simultaneously around the world, claiming a new title for Largest Gathering of People Dressed as Smurfs within a 24-hour Period in Multiple Venues.

The global record was set by people dressed as Smurfs in Brussels, Belgium; Athens, Greece; Scheveningen (The Hague), Holland; Dublin, Ireland; Mexico City, Mexico; Panama City, Panama; Warsaw, Poland; Moscow, Russia; Johannesburg, South Africa; New York, USA; and London, UK.

Commenting on the announcement, Weinstock said, "It's a thrill to see so many people turn out to be a part of this true fan moment in Smurfs history. Breaking a Guinness World Record on Global Smurfs Day is a testament to the enormous appeal and popularity of these beloved characters."

Aleksandr Vypirailenko, Guinness World Records Adjudicator, added, "We are impressed by the level of coordination and timing required to pull off this truly global record attempt. With 11 cities, each with hundreds of people dressed as Smurfs - and it all happened simultaneously. We apply the same strict rules and exacting approach to every record that we recognize, and it's exciting to see that this record was not simply broken, but smashed."

In addition, people around the world observed Global Smurfs Day, from lit monuments in Brazil to a fun-filled family event at the Tivoli Gardens in Copenhagen. In France, Smurf figurines inhabited Paris's garden of the Champs de Mars (in front of the Eiffel Tower).

For more information about Global Smurfs Day, please visit www.GlobalSmurfsDay.com. You may also download photos from the worldwide events at www.sonypicturespublicity.com.

The Smurfs make their first 3D trip to the big screen in Columbia Pictures/Sony Pictures Animation's hybrid live-action and animated family comedy, The Smurfs. When the evil wizard Gargamel chases the Smurfs out of their village, through a magical portal, and into our world, they land in the middle of New York's Central Park. Just three apples high and stuck in the Big Apple, the Smurfs must find a way to get back to their village before Gargamel tracks them down. Directed by Raja Gosnell. The producer is Jordan Kerner. The screenplay is by J. David Stem & David N. Weiss and Jay Scherick & David Ronn from a story by J. David Stem & David N. Weiss, based on the Characters and Works of Peyo.

SMURF, and all Smurfs characters ©Peyo. All Rights Reserved. "Smurf" and "The Smurfs" are registered trademarks of STUDIO PEYO.

ABOUT THE SMURFS
The story of the Smurfs - a property created by Peyo - started in 1958 with the creation of comic books which were later brought to both the big and small screen. Over the years, the little blue characters haven't just limited themselves to the page and the screen. They have inspired records and CDs that have sold millions of copies, entire collections of figurines and toys, and many more products. In all, more than 3,000 derived products have been produced and leading brands and companies have spread their messages worldwide with the help of the Smurfs. A multitude of new projects appear regularly, thus making the success of the Smurfs planetary!

ABOUT SONY PICTURES ENTERTAINMENT
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 140 countries. Sony Pictures Entertainment can be found on the World Wide Web at http://www.sonypictures.com.

ABOUT SONY PICTURES ANIMATION
Sony Pictures Animation produces a variety of animated entertainment for audiences around the world. The studio is following its 2009 worldwide hit, the mouth-watering 3D comedy Cloudy with a Chance of Meatballs, and the 2007 Academy Award®-nominated Surf's Up with a full slate of feature films including the live-action/animation hybrid film The Smurfs (3D) and the family comedy, Hotel Transylvania (3D). The division is also in production with Aardman Animations on two feature films, the CG-animated family comedy Arthur Christmas (3D) and the stop-frame animated high-seas adventure, The Pirates! Band of Misfits (3D). Open Season 3, the third adventure in Sony Pictures Animation's successful Open Season franchise, was released on DVD and Blu-Ray January 2011. Sony Pictures Animation is an operating unit of Sony Pictures Digital Productions.

ABOUT LAFIG BELGIUM S.A.
Lafig Belgium is the owner of the rights to produce audio-visual works based on the Smurf universe and of the Smurf worldwide licensing rights (together with IMPS). Lafig Belgium is controlled by the heirs of Pierre Culliford, better known under his pseudonym Peyo, the author/creator of the Smurfs. For 50 years, the Culliford family has controlled the Smurf characters and all licenses worldwide.

ABOUT GUINESS WORLD RECORDS
Guinness World Records (www.guinnessworldrecords.com) is the global authority on record-breaking achievement. First published in 1955, the annual Guinness World Records book is one of the best-selling books of all time and currently sells more than 2.5 million copies in 22 languages and over 100 countries. The Guinness World Records brand extends across a wide range of media, with global television audiences of 250 million annually, a website that attracts over 13 million visitors, and live events which have entertained and inspired more than 1.5 million people around the world.

Media Contact
Steve Elzer
Senior Vice President, Media Relations
310-244-7142
steve_elzer@spe.sony.com

Guiness World Records contact:
Amarilis Whitty
Senior PR Manager, Guiness World Records
press@guinessworldrecords.com
+44 (0)207 891 4516