Hollywood raises its tie-in quotient

LOS ANGELES -- Filled with sci-fi, fantasy and sword-and-sandal epics, Hollywood's slate this year provided brands with fewer chances to connect their products to film properties.

But that will change in 2005, according to industry authorities. Studios are preparing to roll out a new slate of promo-friendly comedies, animated and live-action family fare, remakes and sequels, and less R-rated titles.

"Next year is absolutely a good year for brands," said Tom Meyer, senior vice president of Davie-Brown Entertainment, a Los Angeles-based product placement agency. "There's a lot of opportunity for brands to get involved in a variety of different genres of movies that might appeal to their particular audiences."

That's a shift from 2004, when films like Troy, King Arthur, The Alamo, Van Helsing, The Chronicles of Riddick, The Village and Alexander dominated the slate, forcing promotional partners to sit on the sidelines and spend their marketing dollars elsewhere, namely TV.

While marketing mavens are expecting Star Wars: Episode III -- Revenge of the Sith, Charlie and the Chocolate Factory, Fantastic Four, Batman Begins, War of the Worlds, The Pink Panther, The Legend of Zorro and Madagascar to be big draws at the box office next summer, the films are also expected to lure the majority of the marketing dollars, as well.

The overall pattern of marketers' 2005 buy-ins is also expected to change. Last year, multiple advertisers' frontloaded promotions to a handful of films like Shrek 2, Spider-Man 2 and The Incredibles. But brand reps say next year's tie-in deals will be spread out across a broader variety of films.

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