Despite the risk, there are many advantages for a brand to be associated with a particular film, says Katie Rowen, of 360, the agency that sources brands and brokers promotional deals for Twentieth Century Fox.
"It adds value for the consumer, can help gain new listings, extend existing lines and secure extra shelf space, allow the use of imagery that cost millions of dollars to develop and inject excitement and glamour into a static product," Rowen says. It can also have a big impact on sales as Mr Lucky Bags found when it signed with Monsters Inc. Sales of its Monsters Inc Mr Lucky Bags reached £1.5m in just six months, helping overall sales to rise 28% year-on-year.
This time last year the main hype was Harry Potter. Masterfoods joined the bandwagon and released a range of Harry Potter products. Despite rumours to the contrary, Masterfoods says it is pleased with sales, which have reached £8.5m (MAT). It will launch three new Harry Potter products, Honeydukes best chocolate bar, Acid Pops and Fizzing Whizzbies, to coincide with the arrival of the second film, Harry Potter and the Chamber of Secrets, to be released on November 15.
Rowen believes that brands also need to take greater advantage of the home entertainment release that can have nearly as much hype as a cinema release. "They give brands the chance to extend the life of their association with a movie, or create a new one. Plus these releases offer a more retail-based proposition, as the title will be sold in most of the major multiples," she says.
The Fabulous Bakin' Boys is doing a tailor-made promotion in Kwik Save stores for the home entertainment release of Ice Age. A six-pack of Ice Age limited edition blue cup cakes will go in special positions in and out of the cake aisle with Ice Age point-of-sale material. Other brands benefiting include Act II Popcorn, Iced Gems and Virgin Mini-V Cola.
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"It adds value for the consumer, can help gain new listings, extend existing lines and secure extra shelf space, allow the use of imagery that cost millions of dollars to develop and inject excitement and glamour into a static product," Rowen says. It can also have a big impact on sales as Mr Lucky Bags found when it signed with Monsters Inc. Sales of its Monsters Inc Mr Lucky Bags reached £1.5m in just six months, helping overall sales to rise 28% year-on-year.
This time last year the main hype was Harry Potter. Masterfoods joined the bandwagon and released a range of Harry Potter products. Despite rumours to the contrary, Masterfoods says it is pleased with sales, which have reached £8.5m (MAT). It will launch three new Harry Potter products, Honeydukes best chocolate bar, Acid Pops and Fizzing Whizzbies, to coincide with the arrival of the second film, Harry Potter and the Chamber of Secrets, to be released on November 15.
Rowen believes that brands also need to take greater advantage of the home entertainment release that can have nearly as much hype as a cinema release. "They give brands the chance to extend the life of their association with a movie, or create a new one. Plus these releases offer a more retail-based proposition, as the title will be sold in most of the major multiples," she says.
The Fabulous Bakin' Boys is doing a tailor-made promotion in Kwik Save stores for the home entertainment release of Ice Age. A six-pack of Ice Age limited edition blue cup cakes will go in special positions in and out of the cake aisle with Ice Age point-of-sale material. Other brands benefiting include Act II Popcorn, Iced Gems and Virgin Mini-V Cola.
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