tie-ins Tagged Articles at Cinematical
Unconventional Summer Movie Tie-Ins
Filed under: Deals », Universal », Warner Brothers », Box Office », Movie Marketing »
Movie marketers and studio execs are seeking deals with unconventional brands for their summer blockbuster movie tie-ins -- because if you can't make money the conventional way, hey, try something new. The latest tack involves trying to reach niche markets with partners like State Farm, Goodyear, and Energizer, versus using traditional cross-marketing brands like McDonald's and General Mills (with all their attendant bad press of promoting childhood obesity). Disney/Pixar's Cars has lined up 17 promotional partners "for what is being described as the biggest and broadest campaign in Disney history." With TV, the Internet, music and video games vying for all of our attention and cash, movie studios are trying to expand their branding and cross-marketing concepts -- and Disney's approach of insurance and tires instead of cereal and fries is definitely that.. As we reported before, Universal Pictures teamed up with Budweiser and MasterCard for The Break-Up, which opens this Friday. Budweiser features a site that hosts a National Break-Up Day, while MasterCard is promoting a special edition Zagat guide with ideal restaurants for break-ups in New York, Chicago and Los Angeles. And maybe you didn't notice (I sure didn't), but Warner Bros. set up a tie-in with Ike Behar shirts, which were worn by Poseidon stars Josh Lucas and Kurt Russell in the movie. They ran co-branded print ads in magazines and in select department stores like Nordstrom -- so now you know what to wear for your next rogue wave!Tom on MI3 Tie-Ins: Not So Fast
Filed under: Action », Drama », Thrillers », Newsstand », Tom Cruise », Movie Marketing », Remakes and Sequels »
Well, I think it's safe to add everyone at Nokia and Casio to the list of people sick to death of Tom Cruise. According to a long article in today's Hollywood Reporter, some of Mission: Impossible III's production partners are struggling to get approval of their movie-related advertising campaigns from Cruise's Cruise/Wagner production company. Because Cruise is not only the star but also a producer of the film, he has an unusual degree of control (Tom Cruise? Control? Never!) over affiliated advertising, and C/W has been nixing campaigns and products right and left, even those that don't bear his image.The THR article focuses specifically on the struggles of Casio and Nokia, both of which are featured prominently in the film (though Nokia apparently didn't receive quite the deal they expected -- "a competitor's products wound up in the movie despite assurances that Nokia would have placement exclusivity in the telecommunications category." Dang.), and had planned to launch extensive, MI3-related advertising campaigns to coincide with the film's release. Casio, though, was denied a US release of special-edition watches by C/W, and Nokia never succeeded in getting their print ads approved.
While the article points out that many A-list actors are very careful when it comes to film-related promotions, the timing of this news doesn't do much for Cruise's badly-damaged public image. (And, just so we're clear, Tom, it's you that's done the damage -- not advertisers.)
Starbucks Partners with William Morris Agency
Filed under: Deals », Lionsgate Films », Movie Marketing »
Starbucks is seeking to expand into movies and
books with the help of the William Morris agency. The alliance allows the influential talent agency to find
music, film and book projects for Starbucks to consider for marketing in its stores. As we reported earlier, Starbucks started
promoting their first movie venture, Lionsgate’s Akeelah and the Bee, by
advertising the attraction on coffee sleeves and putting up words of the day on its chalkboard menus. The New York
Times quotes Starbucks’ founder Howard Schultz as saying “We want to see our name associated with the
kind of music, literature and movies that [will make] people say, ‘I’m glad Starbucks brought this to the
marketplace.’”
Starbucks' music venture has been a success, so it’s no wonder they want to expand their brand’s scope even further. I’m no knee-jerk Starbucks hater, but I’m getting a little weary of these endless tie-ins. Enough of Starbucks as a “lifestyle” destination; I’d just like a cup of coffee please.
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