Sony Pix Nabs Promo Deal Spanning Multiple Films

   April 6, pacted for a four-movie promotional tie-in with Sony Pictures, starting with Smurfs: The Lost Village that premieres on Friday. It’s unusual for tie-ins to span multiple films, because consumer-goods partners usually want to zero
The latest Smurfs installment is first of four promoted by

in on a specific demographic target and demos vary by movie. However, is after all moviegoers, so its focus is broad and fits nicely with many types of movies.
   The other three Sony Pictures releases in the alliance are: franchise reboot Spider-Man: Homecoming, (July 7), The Emoji Movie  (July 28), and Jumanji: Welcome to the Jungle (December 20).
   The tie-in will “will run not only in-theater on 6,000 screens but also on the syndicated TV shows Made in Hollywood and Made in Hollywood: Teen Edition,” writes Anita Busch for “The wide-ranging deal will also feature co-branded one-sheets in over 1,000 theaters and a social media push from”
   Says a press release: “The collaboration follows on successful collaborations with Sony Pictures on such films as Hotel Transylvania and Cloudy with a Chance of Meatballs 2.”
   On promotional tie-ins being one-at-a-time affairs these days, the third edition of book Marketing To Moviegoers says that in “the early 1990s, studios tried bundling multiple films with the same pool of consumer-goods outfits as partners. However, such efforts fizzled when marketing partners felt some films did not mesh with their audience target. For example, Paramount assembled Kmart, Chrysler, and Goodyear for a sweepstakes promotion dubbed Passport to Summer Entertainment supporting groupings of films in the early 1990s. Filmgoers buying adult tickets to Paramount movies received scratch-and-win cards, with instant prizes, such as soft drinks at theaters or videos redeemable at stores of Paramount’s promotion partners. The big prizes included a Chrysler LeBaron car and vacation cruises.”
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