It's Post Time As Six Flags Goes Back To The Starting Gate
Friday, May 14, 2010 at 03:40PM 
May 14, 2010: Six Flags Entertainment, seeking to re-establish itself as primary family destination via its 19 regional theme parks in the U.S., Canada and Mexico, said it has entered into a "strategic cross-promotion agreement "with Post Foods and its array of cereal brands.
Financial terms of the deal were not disclosed.
The alliance comes on the heels of the departure of Six Flags CEO Mark Shaprio and two weeks after the company emerged from Chapter 11 bankruptcy protection. Alexander Weber Jr. has been named as president and interim CEO and the company has hired an executive search firm to find a permanent replacement for Shapiro, who had been CEO since 2006.
Since 2005, Six Flags Entertainment has been under the auspices of chairman Daniel Snyder, who is the majority owner of the NFL's Washington Redskins. Snyder did not seek reappointment as chairman when the company restructured its operating board following its emergence from Chapter 11, during which the company said it reduced its debt from $2.4 billion to about $1.4 billion.
The alliance with Post will be supported by national in-store merchandising and a FSI drop with a circulation of 46 million. In addition, Six Flags will have a national promotion on 12 million boxes of Post's cereal brands, including Fruity Pebbles, Cocoa Pebbles, Honey Combs, Waffle Crisp and Alpha-Bits. The promotion will offer consumers one free kids admission coupon, valid with a paid adult admission, to any Six Flags theme park.
The promotion will be featured on-shelves now through mid-July, with discount coupons valid through October 15, 2010. 
Post Cereals also will present a national "Rise-n-Scream" event on July 13, when Six Flags theme parks will open their gates one hour early for Post consumers who registered online to be part of the special promotion. (Full details here.)
As part of the deal, Post Foods will receive in-park branding via Six Flags Media Networks. This includes media promotion on Six Flags TV, signage and other place-based digital media at the parks, as well as online at Sixflags.com and other social media outlets, including Facebook.
Six Flags Television Network is part of Six Flags' recently-launched digital out-of-home network, a collection of digital assets that deliver nearly 100 million annual impressions, with approximately 20 million per month during peak season, according to the entertainment company.
"Six Flags' new partnership with the Post family of brands further demonstrates the value of our platform and consumer reach," David McKillips, svp-corporate alliances for Six Flags Media Networks, the media and sponsorship sales division of Six Flags Entertainment, said in a statement. "By strategically utilizing our theme parks and media network, we're able to offer significant impressions to our partners along with savings for families this summer."