Fox, McDonald's ink blockbuster deal

Promotions will be in thousands of restaurants worldwide

NEW YORK -- McDonald's and News Corp.'s Twentieth Century Fox have struck a global partnership surrounding blockbuster movies through 2010.

The partnership includes technology aspects, TV commercials, Happy Meal toy collections and promotions in thousands of restaurants worldwide.

For example, restaurants will feature family programming for big Fox movies starting with "Night at the Museum: Battle of the Smithsonian" and including "Ice Age: Dawn of the Dinosaurs."

"Given today's challenging economic environment, consumers are looking for fun, quality and value, and we're providing just that," said McDonald's global chief marketing officer Mary Dillon.

"Our partnership with McDonald's brings together two great global brands," said Jeffrey Godsick, Twentieth Century Fox's executive vp marketing.

Happy Meal promotions for the upcoming "Night at the Museum" sequel begin this month and include animated TV commercials and a toy collection with each toy activated by a trading card -- like the magical tablet in the movie.

Last week, Burger King and Viacom’s Paramount Pictures unveiled a three-movie promotional partnership this summer utilizing broad-based cross-branding. The movies included are “Star Trek,” “Transformers: Revenge of the Fallen” and “GI Joe: The Rise of Cobra.”
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