It used to be that fast food restaurants and junk food manufacturers loved to jump about movie tie-in promotions. But concern about childhood obesity is opening the
doors for other advertisers to consider movie tie-in deals.
Marketing Blurb already alerted readers that Disney was
ending a long-standing relationship with McDonald’s. The Disney/Pixar monster cartoon
Cars will be their last movie tie-in promotion. But consider who else has decided to join in with Disney in promoting the movie. A number of players are not even kids product companies. According to
The Washington Post (free registration required) State Farm, Hertz, Goodyear, the U.S. Department of Transportation, Energizer, Valvoline, Mack Trucks, MovieTickets.com, Porsche, Airheads Candy, Intelligent Direct Marketing and NWA World Vacations are all planning promotions associated with the Disney
Cars cartoon movie.
Marketing Blurb believes any movie tie-in promotion is a gamble. Deals are usually cut before advertisers can view and approve the film. The sinister
Batman II movie proved a serious headache for Burger King, who eventually killed their promotion because the movie frightened children.
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