Walt Disney Studios’ comic book adaptation “The Eternals” opened to a hefty $71 million three-day premiere weekend, marking the return of film tie-in sponsors to prepandemic norms. For the superhero film from the Marvel comics stable, the movie has promotional sponsors Lexus cars, McDonald’s restaurants, Geico insurance, Urban Decay cosmetics, S. C. Johnson & Son’s Ziploc kitchen bags and online banker Synchrony.
A Deadline.com article by Anthony D’Alessandro suggests those marketing partners provide “The Eternals” with $100 million in advertising plugs, on top of tens of millions of dollars in direct Disney cinema-marketing spending, particularly national TV commercials. Typically, a Marvel/Disney comic book adaptation lines up $80 million in marketing support, so “Eternals” ends a pandemic-era doldrums. “The biggest brand blitz ever racked up by a Marvel movie belongs to Sony’s ‘Spider-Man: Far From Home’ which touted $288M in 2019 media value,” says the Deadline article.
Cosmetics outfit Urban Decay is a new face for Disney/Marvel movie marketing partnerships as both licensed merchandise and as a promotions such as in-store signage and in its advertising. Urban Decay launched an “Eternals” line of cosmetics retailing from $22 to a $295 assortment with eye shadow, lipstick, powder metallic-looking glitter, etc. The Urban Decay website makes a straightforward presentation of its “Eternals” products without hyperbole often used by others movie-themed merchandise. The messaging is an understated such as a simple “Get ‘Eternals’ Super Hero-Inspired Looks.”
“Previously Disney has teamed with cosmetics lines Sally Hansen nail polish and MAC on ‘Cruella,’ the latter also a promo partner on ‘Maleficent’ and ‘Aladdin,’” says the Deadline article.
In a humorous touch, “Eternals” star Kumail Nanjiani is befuddled by complex parking restrictions signage in front of his Lexus IS 500 F Sport car.
Lexus is a regular for movie tie-in promotions and product placements (Audi is the biggest automobile brand plugged into Hollywood). “At the top of Disney’s promotional partner cake is Lexus, which for the second time is teaming with Marvel after 2018’s ‘Black Panther’ as the studio’s exclusive automotive partner,” says the Deadline article. “In early October, Lexus debuted the marketing campaign ‘Parking Spot’, a 2:36 length spot, directed by ‘Avenger’s filmmakers Joe and Anthony Russo and starring ‘Eternals’ Kumail Nanjiani who plays the god Kingo in the film. In it, Kingo drives the Lexus IS 500 F Sport Performance which is armed with a 472 horsepower V8 engine, and tries to find a parking spot as the city is crumbling around him.”
McDonald’s restaurants returns, too. “McDonald’s is a Walt Disney Company Corporate Alliance partner and has continually been part of previous Marvel promo campaigns,” says the Deadline article. “’Eternals’ is emblazoned on Happy Meals in the U.S. and Latin America, and there’s a line of ten toys. There was a next-level digital experience with the ‘Eternals’ toys through the Happy Meal app, including McHugh’s voice. McDonald’s also had an interactive Times Square billboard.”
Tie-ins have subsided in the pandemic as movie launches were delayed delayed or even scrapped, making it hard for consumer goods partners to coordinate their marketing blitzes. “Consumer-goods marketers came to dislike the unpredictable nature of films and their short lives in theaters.” says the third edition of academic/business book “Marketing to Moviegoers.” The tie-in promotions are difficult tasks to line up but “the advertising firepower and reach in the marketplace of fast-food restaurants, carmakers, national store chains, consumer electronics, and mobile-phone service providers are welcome support for theatrical release.”
“Eternals” premiere is sizable, ranking as the fifth largest three-day premiere in the pandemic era. However, the movie is getting mixed reviews.
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