Movie Tie-ins


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Overview




Movie promotions with fast food restaurants is an attempt by Hollywood movie studios to further promote their movies. The idea is that the more consumers see promotions for movies in their everyday lives, the more inclined they may be to go see a movie. What better place than fast food restaurants which serve high volumes of consumers on a daily basis. These promotions come in a variety of forms, which include unique food products, advertisements on windows or products themselves and toys such as McDonald's "happy meal toys."






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Reasons for Movie Tie-ins


Of course, if no one knows about a particular movie it will not do well in the box office. So advertising is very important to the success or failure of movie sales. Movie tie-ins are important because of their ability to reach consumers who may not otherwise be reached. Fast food movie tie-in is particularly successful in helping advertising of children's movies. For example, McDonald's happy meals which have toys and boxes designed after the movie. Fast food restaurants like McDonald's sell a lot of happy meals every day. As of August of last year, McDonald's has sold over 20 billion happy meals over the last 30 years.


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Sex and the City advertises Mac

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Talladega Nights advertises Powerade and Old Spice



Limitations of Movie Tie-ins




Most movie tie-ins are limited to children's movies and isn't an option for advertising of most genres of movies. Many fast food restaurants are only interested in tie-ins which involve family movies. Another limitation is that fast food restaurants receive exclusive rights to a particular movie tie-in, which means only fast food restaurant chains will carry tie-in products. Recently, McDonald's and Twentieth Century Fox have announced a global partnership for tie-ins with the studios upcoming movies.



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 Sources





Lukovitz, Karlene. "McDonald's, Fox Sign Global Movie Tie-In Deal." Commercialalert.org. May 13, 2009.
<http://commercialalert.org/news/archive/2009/05/mcdonalds-fox-sign-global-movie-tie-in-deal>.

Neff, Martha Mueller. "30 years of the McDonald's Happy Meal: PDQuotient." Cleveland.com. August 24, 2009.
<http://www.cleveland.com/pdg/index.ssf/2009/08/30_years_of_the_mcdonalds_happ.html>.

AllaboutMcdonalds.com <http://www.aboutmcdonalds.com/mcd/media_center/press_kits/Avatar.printfriend.html>.

Mcgreene.com. <http://mcgreene.com/current_happy_meals.shtml>.