Warner Bros. Man Of Steel Nabs $170 Million In Promotional Dollars

The Superman reboot has 98 companions — more than “The Dark Knight Rises” — with Sears enjoying a “dramatic position” in the film, plus motion figures (Mattel), razor blades (Gillette), automobiles (Chrysler), footwear (Converse) and even the Nationwide Guard.

This story first appeared in the June 14 situation of The Hollywood Reporter magazine.

It’s a fowl! It’s a planet! It’s an ad!

Warner Bros. has booked a whopping 98 promotional partners worldwide to this point that are offering about $170 million in help (on prime of paid adverts) for Man of Steel. That even greater than The Darkish Knight Rises $one hundred fifty million in third-social gathering promos last summer time. Along with those already on board, Warners sources say much more worldwide partners are expected earlier than the movie takes flight June 14 in the U.S. and elsewhere this summer season.

Warner Bros. would not talk about their third-celebration promotions or provide any figures however did affirm a few of these who’re concerned. Sources say that Man of Steel has been a a lot easier movie to pitch to partners than The Darkish Knight Rises, which was darker in theme and plot.

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Clark Kent alter ego is probably not as joyful because the singing penguins who created a advertising and marketing glow that helped propel Completely satisfied Feet into merchandising history, however Superman is seen as an all-American determine, an actual hero and someone whom people of all ages can admire. That makes the reinvented hero somebody advertisers want to affiliate with.

Along with DC Comics common companions like Mattel, with a line that includes a variety of action figures and collectibles (priced from round $10 to over $one hundred), a partial record of companions includes toys from Lego, JAKKS Pacific (collectable figures) and Fisher Value (Tremendous Pals for toddlers), footwear from Converse, costumes from Rubie , Hallmark cards, in addition to apparel collections from Kinetics, Junk Meals and Bioworld.

Men's Ghost Rider Puzzle Quest Cotton Long Sleeve T-ShirtIn the U.K., Chrysler is offering two new sequence of autos inspired by Man of Steel. The S-Series comes with oversized black alloy wheels, a darkish steel grill and interior accents and a matte-black roof and hood.

Chrysler is also producing two, and only two, concept cars, that will have every part from embroidered carpet mats to a Man of Steel-branded key fob. They will be part of a contest in the U.Ok. with the automobiles going to 2 fortunate winners.

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There are also Nokia phones and interactive apps, Carls Jr. Tremendous cheeseburgers, Hershey Twizzlers on Fb (the place fans create and star in a personalised video) in addition to two retail companions — which is unusual — Walmart (selling licensed merchandise and tickets to a particular screening) and Sears (one among whose stores options in a dramatic twist in the movie).

Even the U.S. Army Nationwide Guard has enlisted with a Soldier of Steel promotion.