With the Oscar telecast tomorrow, let’s look at some of the many marketers that attach themselves to the awards without an official affiliation. “This year’s Oscar Celebrity Gifting Suite will be held at an undisclosed location in Beverly Hills,” says an enthusiastic press release for Inance skin care products. “Many celebrities have been waiting for this chance to sample … [Read more...] about Corporate Groupies Reach For Oscar Glow
promotion
Sponsors Embrace Brash Spirit Awards
The Independent Spirit Awards cloaks itself with the aura of a maverick and virtue but is not shy about embracing the luxury side of corporate America. The independent-film awards counts as main sponsors luxury wristwatch Piaget, Jameson Irish Whisky, upmarket Lincoln automobiles, T-Mobile cell phones and indie film TV channel IFC for its Saturday awards, which come one day … [Read more...] about Sponsors Embrace Brash Spirit Awards
Sundance Sponsor Nabs Fest Screening
A corporate sponsor at the Sundance Film Festival created content that unspools in a sidebar of the fest, in a bid to escape the NASCAR-like clutter of overt promotions, notes a Variety story. The Captain Morgan brand of rum, which is part of the Diageo spirits conglomerate, received choice placement for its 30-minute documentary showing at Sundance titled “The Unsinkable … [Read more...] about Sundance Sponsor Nabs Fest Screening
Mercedes Drives Palm Springs Fest Sponsorship
Mercedes Benz embraces movie glitz and star talent in a sponsorship of the gala awards ceremony of the 24th annual Palm Springs International Film Festival. The German car maker is connected to a rare film festival that is part of the Oscar awards season calendar because of its early January date (most other fests are outside awards season). Mercedes also trots out celebrity … [Read more...] about Mercedes Drives Palm Springs Fest Sponsorship
IWC Wristwatch Stars in ‘Bourne’
It’s no accident that Jeremy Renner is wearing a pricey IWC wristwatch in “The Bourne Legacy.” The Swiss watchmaker IWC Schaffhausen issued a press release saying the watch worn by the movie’s star is product placement in a “partnership” agreement with Universal Pictures, which distributed the PG-13 spy thriller movie. “IWC has a longstanding passion for filmmaking,” says … [Read more...] about IWC Wristwatch Stars in ‘Bourne’
‘Spidey’ Promos Target Females
Sony Pictures aims its $200 million in third-party marketing support for “The Amazing Spider-Man” at women, figuring that is the elusive demographic for the PG-13 film that will open July 3. “To do that,” says a Variety story by Marc Graser, “Kellogg’s and beauty brand OPI are now in the mix with companies like Carl’s Jr., Twizzler, Schick, Walmart and Target in the U.S. to … [Read more...] about ‘Spidey’ Promos Target Females
R-rated ‘Prometheus’ Nabs Promos
20th Century Fox’s sci-fi yarn “Prometheus” lined up major tie-in partnerships with Coors, Verizon, and Amazon, according to Variety. The Coors alliance is the brewer’s first movie deal in six years. The R-rated sci-fi film from Ridley Scott (“Alien”, “Blade Runner” and “Gladiator”) will premiere June 8. The Variety article by Marc Graser observes that R-rated films … [Read more...] about R-rated ‘Prometheus’ Nabs Promos
Theaters Host Mini-Fests at Reduced Prices
Movie theaters are rolling out a range of special promotions to try to ingrain the cinema-going habit with showings of older films at discount prices. * Carmike and Regal starts a “Marvel Superhero Movie Marathon” screening movies with Marvel characters simultaneously on May 3 coming just before the premiere of "The Avengers" from Walt Disney Studios the following day. * … [Read more...] about Theaters Host Mini-Fests at Reduced Prices
‘Lorax’ Backlash
There’s a bit of a backlash brewing over the mountain of tie-in promotions for “Dr. Suess’ The Lorax,” which is the PG-rated family animated film from Universal Pictures set to premiere Friday. “I personally think that Sr. Seuss would only be disappointed that ‘The Lorax’ has only 70 product tie-ins,” said a deadpan Stephen Colbert on a Comedy Central skit. Colbert continued … [Read more...] about ‘Lorax’ Backlash
Wells Fargo Embraces Film Promos
Wells Fargo is mounting a flurry of film sponsorships as the nation’s fourth largest bank associates itself with Hollywood on several promotional fronts. Wells Fargo took the title of “official financial institution sponsor” for 20th Century Fox release of “Red Tails” in a deal sparked by two of its bankers who served as combat fighter pilots in the celebrated WWII air unit … [Read more...] about Wells Fargo Embraces Film Promos