Fantastic Four Garners Over $100 MM in Promos
Marvel doesn’t need any super power strength to boost the release of the comic book-based movie Fantastic Four, which opens tomorrow. A team of partners is already investing upwards of $100 million in promotional support of the film, said Lisa Licht, senior VP-feature film promotions & field operations for Twentieth Century Fox. Seven big-name brands, including Samsung, Activision, and Kraft have added their branding power to the mix in hopes of building equity while generating additional buzz around the film.
“We have a bunch of really great partners,” Licht told PROMO. “Their creative messages culturally penetrate our movie message in a way that the movie studio couldn’t.”
Fantastic Four tells the story of four astronauts who are exposed to radiation during a trip to outer space; upon their return to earth, they find they have super powers. Reed Richards can stretch his body to extraordinary lengths; Susan Storm has the power to turn invisible; Johnny Storm can control fire and Ben Grimm turns into a rock being with superhuman strength. Together, the four battle it out with the evil Doctor Doom.
“It’s key that we have partners that expand the cultural theme tying themselves into our movie,” Licht said. “The message of having fun, not taking yourself too seriously, is a big focus for us.”
The NBA signed on to the film early; in April it began running TV spots featuring Magic Johnson playing basketball with the Fantastic Four characters. The messagethe NBA is “fantastic.”
Burger King is the latest brand to back the movie. The QSR is out with a multifaceted promotion that draws on premiums and interactive Web content. Consumers in the U.S. who buy any large or king size value meal, or those in Canada who buy a large combo meal, entree or side salad, will receive a limited edition Fantastic Four cash card good for credit at Amazon.com. Each cash card is worth at least $1. Other cards range in value from $10 to $1,000. Five cash cards have $10,000 worth of Amazon credit. Consumers can log on to Amazon.com/burgerking to reveal the card’s value after entering the claim code online. The Fantastic Four/Amazon Cash Card Game is open to consumers 18 and older and runs through July 31 or until the cash card supply is depleted. Internet materials, TV spots and P-O-P materials support.
In addition to the cash card game, Burger King is giving consumers a chance to customize and print their own Fantastic Four comic book online. The QSR is also seeding kids’ meals with one of five Fantastic Four toy premiums.
Meanwhile, food giant Kraft is adding movie-themed packaging to its Lunchables products, Licht said. Likewise, gaming partner Activision just launched a Fantastic Four video game, which runs across six gaming platforms.
Fantastic Four gets a big push with tech buffs via Samsung Electronics, which has launched an integrated campaign tied to the film. Among its highlights are product placement in the movie and a sweepstakes that offers the top winner a walk-on role in the movie’s sequel. Consumers 13 and older can enter the online sweeps at Samsung.com. The grand-prize winner and a guest get non-speaking extra parts in Fantastic Four II. The contest runs through July 15. Print ads and Internet materials support.
In a further technology tie-in, SBC Communications has joined forces with Twentieth Century Fox with a campaign that touts SBC’s own Fantastic Four promotions, including three free months of SBC/DISH Network services and new online offers. In addition, SBC has launched a microsite at SBC.com/F4, which offers consumers a customizable downloads, ecards, screensavers, and the Fantastic Four trailer.
