At an appearance on NBC's "Today" show this morning, Mayor Bloomberg declared Friday, November 7 "Elf Day" in New York City. New Line Cinema's holiday film "Elf," which shot partially in New York City, premiered in the City at Loews Astor Plaza on Sunday, November 2 and opens wide in area theatres on Friday, November 7. Directed by Jon Favreau and starring Will Ferrell and James Caan, "Elf" is the story of a toddler, Buddy, who accidentally ends up in one of Santa's bags and is whisked away to the North Pole where he lives out his entire childhood. Once grown, Buddy (Will Ferrell) heads to New York City to find his biological father. "Elf" shot on location in the City for 2 weeks during 2002, employing 239 New Yorkers and spending $4.5 million. Among the many City locations showcased in the film were Bethesda Fountain, Belvedere Castle and Pinebank Arch in Central Park, the Empire State Building and the Queensboro Bridge.

The Mayor's Office and New Line Form a Partnership to Promote Toy Drives
At the announcement, the Mayor unveiled a unique collaboration to promote toy drives with New Line Cinema, and kicked off the holiday season by donating 200 toys to the annual "Today" show toy drive, which starts officially on December 1, 2003. In coordination with the Mayor's Office of Film, Theatre & Broadcasting, New Line Cinema is giving to the City by arranging for "elves" in taxis to deliver 200 gifts to children at seven different childcare centers operated by the Administration for Children's Services (ACS.)

Mayor Bloomberg said, "Not only does 'Elf' help us to rediscover New York as the most cinematic City in the world, it reminds us that it is the most magical location during the holidays. We are also delighted to be joining with New Line Cinema in this opportunity to promote toy drives during the holiday season."

The Mayor's Office Supports Promotion of the New York Film, "Elf"
As part of the Mayor's Office of Film, Theatre & Broadcasting's (MOFTB) ongoing efforts to support and attract filmmaking in the City, the agency launched a multi-faceted initiative to assist the promotion of the New York film, "Elf." On November 1st and 2nd, the MOFTB and New Line Cinema hosted a total of five free, private advance screenings of "Elf" in each of the five boroughs, in coordination with ACS and the Department of Education (DOE.) Seven public schools participated in this program, and young people engaged in the following ACS programs benefited from the initiative: direct congregate and foster care services, Teenage Services Act, ACS Mentoring Program, Child Care, Circle of Support and Family Preservation Program. Through this effort, over 1,500 screening passes were distributed to children throughout New York City.

The MOFTB also worked with the Metropolitan Transit Authority's (MTA) "Music Under New York" program to arrange for holiday carolers in major subway stations on November 7, 2003. The carolers will accompany New Line Cinema "elves" who will distribute "Elf"-themed treats throughout the day.

"We are thrilled that New Line Cinema chose to discover its inner "Elf" in New York City," said Commissioner Katherine Oliver of the MOFTB. By partnering with New Line on the promotion of this film, we are launching a new marketing initiative and sending a strong, global signal to entertainment executives that we will support their projects from production to release. In New York City, you call the shots."

Entertainment production in New York City contributes $5 billion annually to the local economy, and employs over 100,000 New Yorkers. Over the past year, the MOFTB has stepped up its efforts to assist and promote the entertainment industry in the City. For the first time since the office was founded in 1966, permit forms are now available online. The agency produced "Beyond the Skyline," a short film starring Whoopi Goldberg, Harvey Keitel, Jerry Orbach, John Turturro and Kristin Davis, to promote the City as the ideal location for entertainment production. The film premiered at the Tribeca Film Festival in May 2003. In September 2003, The MOFTB launched a new website designed to market the City as the ideal location for entertainment production. The new site contains a number of enhancements to agency services, including a new Locations section featuring photos from location shoots around the City, and discounts on hotels and car rentals for film and television productions. The agency also produced the first ever Entertainment Summit at Gracie Mansion, where Mayor Bloomberg and Commissioner Oliver assembled 80 entertainment executives to discuss innovative ways to attract more production work to the City. Some of the films currently shooting in the City are:

• The Manchurian Candidate directed by Jonathan Demme, starring Meryl Streep and Denzel Washington
• Stay directed by Marc Forster, starring Ewan MacGregor, Naomi Watts
• Alfie directed by Charles Shyer, starring Jude Law, Jane Krakowski, Susan Sarandon and Marisa Tomei
• Woody Allen Fall Project starring Will Ferrell and Vinessa Shaw
• She Hate Me directed by Spike Lee, starring Anthony Mackie, Woody Harrelson, John Turturro, Jim Brown, Brian Dennehy, Ossie Davis
• The Forgotten directed by Joe Ruben, starring Julianne Moore, Dominic West, Gary Sinise, Anthony Edwards

"Elf" is rated PG.