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Disney announced today the launch of the “Journey to Oz Balloon Tour,” sponsored by leading multichannel retailer HSN and IMAX Corporation, in support of its upcoming fantastical adventure “Oz The Great and Powerful,” opening in U.S. theaters and IMAX® on March 8, 2013. The colorful, “Oz The Great and Powerful”–emblazoned hot-air balloon began its tour this morning from the Walt Disney Studios lot in Burbank, Calif.

Stops for the “Journey to Oz Balloon Tour” to date include:

• “Oz The Great and Powerful” premiere at the El Capitan Theatre in Hollywood  (February 13)
• Disneyland Resort in Anaheim, Calif. (February 17)
• Daytona International Speedway in Daytona Beach, Fla.  (February 20)
• Central Park in New York City (March 5 & 6)

On February 15, the “Journey to Oz Balloon Tour” app will go live on the official Facebook page for the film. Starting then, fans will have the opportunity to unlock screenings in cities near them. Users will vote by Tweeting with a custom hashtag for their city (e.g. #DisneyOzSeattle) or by sharing on Facebook.