Burger King Corp. last week unveiled a long-term partnership with DreamWorks SKG to jointly promote the next five animated and live-action theatrical releases from the Glendale, CA, studio.
The deal gives the QSR chain first rights to all live-action, TV, music, and home entertainment properties within the five-film time frame. It will kick off with the release of “Spirit: Stallion of the Cimarron” in May 2002, and will also include the studio’s sequel to “Shrek,” which proved to be a big hit both at the box office and at BK last spring. (The two are working together next month on the film’s home-video release.)
Separately, Miami-based Burger King enhanced its multi-platform alliance with New York City-based Nickelodeon by expanding plans for Kids Meal programs and other initiatives. Both deals are expected to last about four to five years, says Rob Doughty, BK’s vp-corporate communications.
Meanwhile, BK bolstered its five-year, category-exclusive relationship with Nick, which has included tie-ins to films, TV series, and awards programs. Already on deck for 2002 are expanded Kids Meal and Big Kids Meal efforts, a multi-market live entertainment tour, an integrated program around the Nick’s Kids Choice Awards and the Kids Choice Viewers Guide, and sponsorship of the two-year-old GAS (Games and Sports) television network.
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