SUMMERTIME MOVIE TIE-IN SCOREBOARD - Burger King, McDonald's, Wendy's and Denny's Buy in Big
With the start of the summer movie season only weeks away, four fast-food chains are readying a slew of new promotions using familiar icons, including Darth Vader and Herbie the Love Bug, to front their entertainment marketing deals.
Burger King has bought into LucasFilms and 20th Century Fox’s Star Wars: Episode III -- Revenge of the Sith and 20th Century Fox’s superhero flick Fantastic Four; McDonald's has gone with Walt Disney Co.'s Herbie: Fully Loaded and Miramax’s The Adventures of Shark Boy and Lava Girl; Wendy's is aligned with Warner Bros.' Charlie and the Chocolate Factory; and Denny's bought into DreamWork's Madagascar.
Doughnut chain Krispy Kreme has also come on board to push Madagascar at its retail outlets.
No-shows to summer tie-ins include CKE Restaurants’ Carl’s Jr. and Hardees, which last year promoted Universal Pictures’ monster fest Van Helsing. At the time, the company hadn’t backed a film since the first Spider-Man in 2002.
Also not taking part in movie-marketing deals are Subway, Arby’s, Baskin Robbins, Papa Johns, Dunkin Donuts, Del Taco and Yum Brands’ Taco Bell, Pizza Hut and KFC.
Burger King Burger King had considered the animated Madagascar, about four Central Park Zoo animals that is opening in late May, but ultimately opted for the larger, more young-adult audience that Star Wars will provide, according to the company.
Read the article: www.madisonandvine.com
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