CUT OVER MOVIE TIES
Copyright 2001 Hollywood Reporter
[ October 26th 2001 ]
gross-outs and adventure were some of the summer
movie themes on which brand marketers were piggybacking
hopes for blockbuster promotions. However, their
marketing scripts for tie-ins all had the same
story line: scaled back.
was on board for only one Disney movie - and without
one of its signature sweepstakes. The latest edition
of Universal Pictures' big summer movie franchise,
Jurassic Park III, had a limited roster of partners,
with Coke signed on for an in-theater cup promotion
and Wal-Mart plugging an in-store merchandising
marketers were collectively investing about $250
million for the right to tie their names to summer
movies - on par with recent years - marketers
were putting less money behind the partnerships.
for example, spent about $50 million on a 1999
tie-in with the Star Wars prequel Episode I: The
Phantom Menace vs. $20 million on a Tomb Raider
tie-in during this summer.
are a couple of things going on," says Marla Matzer
Rose of The Hollywood Reporter. "This was a quieter
summer in terms of big, star-driven movies. Certainly,
over the last several months, studios have had
some belt-tightening across the board. That, with
softening (ad spending), will probably add up
to less marketing than last year." Rose said the
trend was not limited to summer movies, but "People
will sense it more now because summer is usually
the big promotion time."