All Aboard for a Polar Express Prize Pack

The November 10 opening of Warner Brothers' animated adaptation of Chris Van Allsburg's classic Christmas tale, The Polar Express (Houghton Mifflin), starring Tom Hanks, is just over a month away. And independent booksellers with Book Sense can take advantage of the wave of publicity generated by the film's release by participating in The Polar Express Ride for Reading, a national marketing campaign developed by Houghton Mifflin and Book Sense. Not only is the promotion for a good cause -- to raise funds for the children's literacy organization First Book -- one participating Book Sense store will receive a "Polar Express Prize Pack," which includes movie passes, a signed Chris Van Allsburg library, and a signed movie poster.

Materials for the Polar Express Ride for Reading, including a prize-pack entry form, a party kit, and a poster to announce the fundraising effort, as well as 200 boxcars for donors to post on the bookstore's walls, were sent in the September Red Box. Donations will be collected for a period that each individual store will set, but it is suggested that the fundraising effort culminate with a party that takes places sometime between October 15 and November 10.

For booksellers to be part of the random drawing to win the prize pack, the Polar Prize Pack Bookstore Entry Form must be sent to Associate Book Sense Marketing Director Meg Smith at 828 South Broadway, Tarrytown, New York, 10591.Though not necessary to enter the contest, booksellers are encouraged to take photos of their Polar Express event or party and to send them to Smith. Digital pictures can be sent via e-mail to meg@booksense.com and regular photos may be mailed to the address above. All entries must be received by January 12, 2005.

Questions about this promotion should be addressed to Smith at meg@booksense.com. Questions about First Book should be directed to Social Enterprise Fellow Rachel Einschlag at reinschlag@firstbook.org or (202) 393-1222.