Reuters News Agency
LOS ANGELES -- Big summer films such as Superman Returns
are looking further afield than traditional marketing partners such as McDonald's, Burger King and PepsiCo as they try to reach niche markets -- and figuring out how to deal with media attention on junk food and obesity.
"All the studios are aware that childhood obesity is an issue," one studio-promotions executive said. "They're slowly starting to figure out what they want to do. but there hasn't been a shift yet. People are just more aware of it."
More to the point, entertainment marketers and studio executives say they are seeking deals with unconventional brands and non-traditional partners in an attempt to reach as many moviegoers as possible.
Disney/Pixar's June 7 release Cars
has lined up 17 promotional partners for what is being described as the biggest and broadest campaign in Disney history. More traditional U.S. partners include McDonald's, AT&T, Georgia-Pacific, Kellogg's and General Mills's Go-Gurt brand.