Disney/Pixar's Cars drives into theaters June 9, all revved up by one of the largest and broadest promotional programs in the studio's history. Buena Vista Pictures, Disney's marketing arm, has lined up a total of 17 promotional partners for the movie, with 12 of the advertisers running TV ads and spending about $50 million on media buys. "We've never had that many partners doing TV on any Disney movie," Buena Vista Pictures Marketing executive vp Brett Dicker said. Only four of the 17 tie-in partners -- McDonald's, Kellogg's, Go-Gurt from General Mills and Airheads candy -- sell products or developed promotional programs geared specifically for children, while eight of the 17 have some connection to the auto industry.
- 5/20/2006
- The Hollywood Reporter - Movie News
Disney/Pixar's Cars drives into theaters June 9, all revved up by one of the largest and broadest promotional programs in the studio's history. Buena Vista Pictures, Disney's marketing arm, has lined up a total of 17 promotional partners for the movie, with 12 of the advertisers running TV ads and spending about $50 million on media buys. "We've never had that many partners doing TV on any Disney movie," Buena Vista Pictures Marketing executive vp Brett Dicker said. Only four of the 17 tie-in partners -- McDonald's, Kellogg's, Go-Gurt from General Mills and Airheads candy -- sell products or developed promotional programs geared specifically for children, while eight of the 17 have some connection to the auto industry.
- 5/19/2006
- The Hollywood Reporter - Movie News
With Lindsay Lohan and a magical '63 Volkswagen Bug defying the odds to compete in a NASCAR race in Walt Disney Pictures' Herbie: Fully Loaded, which opens today, NASCAR is not only integral to the movie's story line, but the racing league's many corporate sponsors also achieve high-profile integrations that mirror the exposure they get in real-life races. And by replicating the sea of brand logos that blanket NASCAR race cars, drivers' uniforms and racetrack signage, Disney won over key promotional support from NASCAR sponsors, which in turn is providing the studio better access to NASCAR's 75 million-strong fan base. "We're very excited about our promotional support for the film," said Brett Dicker, executive vp marketing at Buena Vista Pictures. "It gives us entree into the world of racing which is essential to the movie. 'Herbie' is a Disney classic married to the modern world of NASCAR so it was just a perfect fit for the partners and for us."...
- 6/22/2005
- The Hollywood Reporter - Movie News
With Lindsay Lohan and a magical '63 Volkswagen Bug defying the odds to compete in a NASCAR race in Walt Disney Pictures' Herbie: Fully Loaded, which opens today, NASCAR is not only integral to the movie's story line, but the racing league's many corporate sponsors also achieve high-profile integrations that mirror the exposure they get in real-life races. And by replicating the sea of brand logos that blanket NASCAR race cars, drivers' uniforms and racetrack signage, Disney won over key promotional support from NASCAR sponsors, which in turn is providing the studio better access to NASCAR's 75 million-strong fan base. "We're very excited about our promotional support for the film," said Brett Dicker, executive vp marketing at Buena Vista Pictures. "It gives us entree into the world of racing which is essential to the movie. 'Herbie' is a Disney classic married to the modern world of NASCAR so it was just a perfect fit for the partners and for us."...
- 6/21/2005
- The Hollywood Reporter - Movie News
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