Lead: Mattel said it is staging a 400-drone display on April 16 and 17 along a festival arrival route in Palm Desert, California, to promote the June 5 theatrical release of the live-action film “Masters of the Universe.”

Mattel said Mattel Studios and Amazon MGM Studios organised the display at Classic Club, 75200 Classic Club Blvd., in Palm Desert, California. The company said creative agency Heads in the Sky operated 400 synchronised drones for the event.

Mattel said the drones showed readable messages and images tied to “Masters of the Universe,” including references to He-Man, Skeletor, and Castle Grayskull. The company said the display appeared during peak festival arrival traffic on April 16 and 17.

Mattel said the activation was intended to reach festivalgoers travelling through heavy traffic before they arrived at the event area. Nick Karamanos, senior vice president of entertainment partnerships at Mattel, said the company used the drone display to turn the trip to the festival into a viewing moment for fans.

Mattel said the film “Masters of the Universe,” from Mattel Studios and Amazon MGM Studios, will be released exclusively in theatres on June 5. According to Mattel, the live-action film is directed by Travis Knight and stars Nicholas Galitzine, Jared Leto, Camila Mendes, and Idris Elba.