Top Summer Movie Blockbuster Marketing Tie-Ins
G.I. Joe: Retaliation
Release date: June 29
Sponsors: Hasbro (HAS)
Is a toy still a tie-in if the movie's based on it? Every time, if it's a Hasbro-based film. The folks who brought you the Transformers franchise and a film based on the board game Battleship know how to spark multimillion-dollar interest in toy films and are adept at getting sponsors such as Subway and Chevron (CVX) -- which both signed on for Battleship duty -- to play along. Symantec (SYMC), Burger King and 7-Eleven all co-sponsored the last G.I. Joe film in 2009, but this movie would do just fine if Hasbro licensed star Channing Tatum's likeness for action figures from each of the five films he's been in this year. There's goodhearted kidnapper Channing from Haywire, patient and sensitive husband Channing from The Vow, bromantic buddy cop Channing from 21 Jump Street and stripper Channing from Magic Mike. Collect them all!
The Amazing Spider Man
Release date: July
Sponsors: Marvel, Hasbro, Kellogg (K), Sony, Hershey, Mega Brands, OPI Products, CKE Restaurants, Activision
It's been 10 years, three movies and about $2.5 billion in global box-office receipts since the first Spider-Man movie released, so naturally studios' spider senses were tingling in anticipation of more revenue. Well fear not, true believers, because Spidey's back with a sack full of Hardee's and Carl's Jr. burgers, a pack of Twizzlers, an augmented-reality app and his own line of nail polish. Toys and video games are pretty much rubber-stamped onto any superhero project, but nail polish? Now that's amazing.
The Dark Knight Rises
Release date: June 20
Sponsors: PepsiCo (PEP), Mattel (MAT), Lego, Jakks Pacific, Warner Brothers (TWX)
Four years ago, The Dark Knight made $1 billion on its own and set the standard for just how much cash companies could squeeze from a superhero franchise. With this year's installment marking the end of the trilogy, corporate partners have already strapped vacuums to their cash cow's udders. Warner Brothers has already made a highly successful line of Batman-based video games through its Warner Interactive branch and is tweaking the Dark Knight rides at its Six Flags amusement parks in anticipation of the film. Pepsi, meanwhile, plans to release its Bat-themed Mountain Dew Dark Berry in mid-June with cans featuring a bat symbol that appears when the can gets cold, while Dale Earnhardt Jr.'s Mountain Dew NASCAR ride gets a Batman paint job just for the occasion.
-- Written by Jason Notte in Boston.>To contact the writer of this article, click here: Jason Notte. >To follow the writer on Twitter, go to http://twitter.com/notteham. >To submit a news tip, send an email to: email@example.com.
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