Top Summer Movie Blockbuster Marketing Tie-Ins
The Avengers cost more than $220 million to make, and a bunch of that cash came from corporate sponsorship. Marvel(MVL) , Paramount(VIA) and Disney(DIS) have been dragging a solid core of sponsors through multiple prequel films and raked in an estimated $100 million in sponsorship money for The Avengers alone.
|Four years ago, The Dark Knight made $1 billion on its own and set the standard for just how much cash companies could squeeze from a superhero franchise.|
Avengers only starts this season's stream of popcorn-selling CGI-laden epics and big corporate team-ups. We took a look at this year's field and found six films with enough deep-pocketed sponsors to make Times Square look indie by comparison:
Release date: Now showing
Sponsors: Acura(HMC) , Dr. Pepper (BPS) , Harley-Davidson(DPS) , Hershey(HSY) , Oracle(ORCL) , Symantec(SYMC) , Visa(V) , Wyndham Hotels and Resorts (WYN) , Red Baron pizza, Land O' Frost lunch meats, Colantotte bracelets
There would have been more sponsor names up there, but Disney doesn't do fast food and kicked Burger King (BKC) , Dunkin' Donuts (DNKN) and 7-Eleven out of their longtime superhero sponsor slots. You can bring that Thor hammer down on folks when you still have sponsors such as Acura, which tied the launch of its new NSX to the film. Kiddie meals come up a bit short when companies are building cars around your film.
Men In Black III
Release date: Now showing
Sponsors: Gameloft, Activision(ATVI) , Baskin-Robbins, Dunkin' Donuts
Paying for a $375 million film requires a whole lot of selling out. Gameloft and Activision are placing a big bet on folks remembering this franchise well enough after its 10-year hiatus to buy Google(GOOG) Android and iPhone apps or more expensive console video games for Sony's(SNE) PlayStation 3, Microsoft's(MSFT) Xbox or Nintendo's Wii. Baskin-Robbins and Dunkin' Donuts play it somewhat safer by offering '80s-style fast-food tie ins such as Lunar Cheesecake ice cream and Undercover Black Cocoa star-shaped donuts, but are they really worth buying if Will Smith isn't rapping about them?
Release date: June 22
The motion-control video game has already been produced by Disney Interactive and is coming to the Xbox 360, PS3 and Wii. The heroine, Merida, has already received the Disney Princess treatment and her tiara, curly red wig, dress, boots and bow-and-arrow set are already available. The Merida character's been introduced at Disney World and Brave toys are hitting Disney Store shelves. If all that isn't enough, Disney and Pixar temporarily re-released Pixar films such as Toy Story 3 and Wall-E on Memorial Day weekend just to wash the Cars 2 taste out of everyone's mouths. Remind us again why this film needs a sponsor other than Disney.