The Angry Birds Movie is set to launch this weekend in the U.S., and if its reception is anything like the international openings (which have already pulled in $43 million), then we could be looking at a big, bright future for the a franchise that started as a mobile game and turned into a global phenomenon. The game developer, Rovio, has invested $113 million into the film production, which stars Jason Sudeikis (Saturday Night Live; Horrible Bosses) Peter Dinklage (Game of Thrones), Bill Hader (Inside Out; Superbad) and Maya Rudolph (Saturday Night Live; Bridesmaids). Additionally, the company has worked with Sony Pictures Entertainment to create a marketing push that’s worth an estimated $400 million. That makes it one of the biggest campaigns ever for a Sony animated movie.

Here are some of the top promotions that are helping The Angry Birds Movie launch into theaters on May 20.

Seeing Red

Although the Angry Birds franchise is immensely popular, with millions of fans all over the world, it still needed to make its movie characters known. To help make a big impression, Red (the movie’s main character) got his own float in the 2015 Macy’s Thanksgiving Day Parade. It helped to get the word out about the movie, and it helped grow awareness of the movie.

Furthermore, Rovio worked with Lego to produce The Angry Birds Movie playsets that feature all characters from the movie, along with constructs like the ship, a castle, and a handy catapult, so that birds and pigs can battle over coveted eggs. The fun is extended even further with the Piggy Smash Challenges, where fans are encouraged to watch a collection of animated story videos and recreate the associated challenge tasks using their playsets.

Getting Audiences To Theaters

Historically, movies based on video games haven’t done very well at the box office, but The Angry Birds Movie hopes to overcome that by including some extra incentives to watch the movie in theaters, instead of waiting for it to release for home video. In partnership with AMC Theatres, the movie released an animated video detailing all the benefits of going out to the movies with friends.

However, the best incentive is a free-to-play pinball-inspired mobile game called Angry Birds Action!, where players control Red as he “smashes and crashes through obstacles and bounces from wall to wall like a wrecking ball—all in the name, of course, of saving precious and fragile eggs.” The movie’s end credits will include an inaudible embedded digital watermark that audiences can scan using their smartphones to unlock extra content.

Hunting For BirdCodes

Scanning The Angry Birds Movie‘s end credits is just one way to unlock content. Other ways include BirdCodes—an augmented reality experience that can be found in a wide variety of products. There are over a billion BirdCodes out there, distributed through partners such as Lego, H&M, McDonald’s and Pez.

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One BirdCode is included in each of the six The Angry Birds Movie Lego sets. They can also be found in specially themed McDonald’s Happy Meals to unlock mini-games and other content. Scanning certain designs on H&M apparel will also unlock BirdCodes, and that’s just the start. Rovio is working with over 100 partners worldwide to promote both the Angry Birds Action! and the movie. Other retailers participating in the augmented reality scavenger hunt include Walmart and Toys ‘R’ Us, along with retailers one wouldn’t necessarily associate with a children’s movie promotion, such as the Novotel European hotel chain, Home Depot, HSBC and Telefonica.

Having Fun With Ziploc

Ziploc might seem like an unlikely partner for an The Angry Birds Movie promotion, but it makes sense when you realize that kids need to put their lunches somewhere. It might as well be in an Angry Birds limited edition Ziploc sandwich bag. Purchasing any two Ziploc products until June 3 will earn you $5 off a ticket to see The Angry Birds Movie.

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The company takes the fun even further with instructions on how to throw an Angry Birds-themed kids’ party, including printable cake toppers, (Ziploc) goodie bag toppers, and a “Pin the Tail on the Donkey” game featuring characters from the movie.

Egg Savers

What would be an Angry Birds promotion without including a mobile game from the franchise that started it all? Rovio is hosting a two-week Angry Birds Friends tournament, featuring 12 all-new levels inspired by the movie. The game is available to download for free for both iOS and Android, so you can see how many eggs you can save before heading out to see how Red and his friends overcome the Piggies.