• by Karl Greenberg , December 13, 2010

Philips Norelco is partnering with Disney for a program the ties the male grooming brand to the studio's new "Tron: Legacy" film, premiering Dec. 17.

Norelco is supporting its SensoTouch 3D shaver, which it recently launched, and the "The Game Has Changed" ad campaign to give consumers in 16 U.S. cities tickets to the 3D and complimentary passes for an advance screening of the film. The effort includes a website, www.3DShave.com/Tron.

The advanced screenings are being held on Dec. 13, 14 and 15 in Atlanta, Bentonville/Rogers, Boston, Chicago, Dallas, Detroit, Ft. Lauderdale/Miami, Houston, Los Angeles, Minneapolis/Apple Valley, New York, Philadelphia, Phoenix/Tempe, San Francisco, Seattle, and Washington D.C.

The web site has games and a sweepstakes for a chance to win $10,000 for a 3D Home Theater upgrade. Norelco is offering a $30 mail in rebate to those who buy the SensoTouch 3D and have also bought tickets to the movie.