Home
Movie fans are surely excited by the soon-to-be-released Superman reboot, Man of Steel. But the film might be even more eagerly anticipated by its 100-plus corporate promotional partners, which are using the movie to help sell razors, cell phones, fast-food burgers, Twizzlers, a career in the armed forces and more.
Until now, the animated 2012 film The Lorax, which had a strong environmental, antimaterialist message, was probably the movie best known for over-the-top promotional tie-ins. It wasn’t just the sheer number of promotional partners — more than 70 — but that some of the products tied to the movie seemed inappropriate, like an SUV.
This summer, Ad Age reported, Man of Steel blows The Lorax away with more than 100 global partners adding up to around $160 million. (The movie was made by Warner Bros., which is owned by Time Warner, the corporate parent of TIME.)
Among the companies hoping to ride Superman’s cape, the hip eyeglass seller Warby Parker unveiled a Man of Steel collection, inspired by Clark Kent’s famous spectacles. Walmart is selling tickets for advance screenings (one day in advance) in its stores. Nokia’s new phone, the Lumia 925, is featured in the film for a brief moment. Several scenes in the movie take place at Sears in another brand-partnership moment. The latest oversize burger from Hardee’s and Carl’s Jr. is the Super Bacon Cheeseburger, featuring “six full bacon strips woven together into a crispy bacon nest” in yet another tie-in to the new Superman movie. (Come on, is this something Superman would even consider eating?) Chrysler, Hershey, Army National Guard and Gillette are among the many other Man of Steel partners.
Read more: http://business.time.com/2013/06/04/superman-the-sell-out-man-of-steel-has-over-100-promotional-partners/#ixzz2WIA6FYYQ
Until now, the animated 2012 film The Lorax, which had a strong environmental, antimaterialist message, was probably the movie best known for over-the-top promotional tie-ins. It wasn’t just the sheer number of promotional partners — more than 70 — but that some of the products tied to the movie seemed inappropriate, like an SUV.
This summer, Ad Age reported, Man of Steel blows The Lorax away with more than 100 global partners adding up to around $160 million. (The movie was made by Warner Bros., which is owned by Time Warner, the corporate parent of TIME.)
Among the companies hoping to ride Superman’s cape, the hip eyeglass seller Warby Parker unveiled a Man of Steel collection, inspired by Clark Kent’s famous spectacles. Walmart is selling tickets for advance screenings (one day in advance) in its stores. Nokia’s new phone, the Lumia 925, is featured in the film for a brief moment. Several scenes in the movie take place at Sears in another brand-partnership moment. The latest oversize burger from Hardee’s and Carl’s Jr. is the Super Bacon Cheeseburger, featuring “six full bacon strips woven together into a crispy bacon nest” in yet another tie-in to the new Superman movie. (Come on, is this something Superman would even consider eating?) Chrysler, Hershey, Army National Guard and Gillette are among the many other Man of Steel partners.
Read more: http://business.time.com/2013/06/04/superman-the-sell-out-man-of-steel-has-over-100-promotional-partners/#ixzz2WIA6FYYQ
