Pan Media Advertising/ Promotions Overview
Movie promotion is extremely broad via tie-in promotions. Tie in promotions or cross promotions are when a film and certain brand/company agree in supported themselves at their places of function representing both companies/products.
These may include:
Fast-food restaurants, carmakers, national store chains, consumer electronics, and mobile phone-service providers. A key issue is that tie-ins have to match the consumer bases of the partner companies good and vice-versa.
In 1998 for example, DreamWorks’s Small Soldiers received a PG-13 rating instead of the more ‘social-friendly’ PG rating, and when Burger King (the Fast-food chain then cross-promoting with partner DreamWorks) found out about this, they had to very quickly re-direct their tie-in promotions by not targeting children. Although the film may have been generally directed at the young youth, if Burger King had not changed their strategy, a lack of warning posts etc, on their products would not only cause concern for parents of consuming children, but would pose a legal threat as well.
In-tie promotions are currently a very popular medium in film marketing and promotion, although when it comes to food and beverage, the high of these types of activities from the 1990s has passed. In any case, millions of dollars are spent each year in the United States alone on this marketing tool.
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