Whenever there are massive last-minute release theatrical date shifts (we’re talking last-minute, within months), promo partners are apt to get riled up at studios, as products have been created for a film, and there’s a time line in which they’re expected to hit the market. Ditto for Top Gun: Maverick, which had a Matchbox airplane set on shelves, too. In the case of Minions: The Rise of Gru, toys connected to the movie were hitting Walmart. There were certain promotions connected to tentpole movies that summer which had to go, as the product and supply chain was ready for that product. bags of Wonder Woman 1984 Doritos were hitting grocery shelves during the summer of 2020 as that sequel was originally set to be released that summer (before jettisoning to an HBO Max theatrical day-and-date plan at the end of the year). The pandemic screwed up all these promo partnerships for a number of movies, i.e. This was a movie that was originally scheduled to come out two years ago. ‘Minions: The Rise of Gru’ toys DeadlineĬonsider the feat with pulling this promo partnership off for a minute. These stateside partners included Liberty Mutual, CarMax, Zip Recruiter, IHOP restaurants, HelloFresh, Hippeas, Levi’s, Supergoop!, Olipop, McDonald’s, and more. When you’re a motion picture global brand, advertisers want to partner with you, and in the case of Minions: The Rise of Gru, Universal pulled in a group of global advertisers, who all together delivered the biggest media value ever for an Illumination Despicable Me/Minions movie at $285M+, according to sources. South Park, SpongeBob, and Dora the Explorer. True, there’s the assortment of Viacom Nick properties, i.e. Streaming movie franchises - they don’t yield these types of results. And that brand was built off of what was an original motion picture IP 12 years ago, which hasn’t dimmed. While it may go without saying, realize that Rise of Gru‘s success here, in addition to being built on the back of a multimillion dollar global marketing campaign, is also propped by a kid’s brand that has generated over $6 billion in retail sales. 'Oppenheimer' Crosses $900M At Global Box Office Universal Tops $4B WW In 2023
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