Remember when Mel Brooks said in Spaceballs that it’s all about the merchandising? Over the years, that scene has drawn laughs and has proven to be true. Movie studios continue to bolster a movie’s profits using cross promotion with partners. Warner Bros.’ Man of Steel is already proving to be one of the most marketable films of the year, drawing a reported $160 million in promotions.
A report by AdAge earlier this week pegged the number of global partners at over 100, amounting to $160 million in promotions. Meanwhile, The Hollywood Reporter puts the number of partners at 98, but suggests an even bigger total in monetary support. THR estimates that it’s closer to $170 million.
Either way, Man of Steel is already doing better in that regard than 2012’s The Dark Knight Rises, which brought in $150 million from promotional partners. While TDKR did have the globally recognizable hero of Batman, its darker themes made it less attractive to advertisers. But Man of Steel, starring Henry Cavill as Superman, is seen as lighter fare and much easier to advertize across every demographic.
“By all accounts this is going to be a huge movie,” Brad Haley, CMO of Hardee’s owner CKE Restaurants, told AdAge. That company is running ads with Superman and even recruited an ad agency that brought in Cavill and director Zack Snyder.
Aside from Mattel’s action figures, Warner Bros. has licensed the property to LEGO, JAKKS Pacific and Fisher Price for more toys. Converse is making shoes with the Superman logo, while Rubie’s is producing costumes. Hallmark is making greeting cards, while Kellogg’s is making cereals. The film’s largest partner is cell phone company Nokia.
Chrysler is even making a special car in the U.K. for a contest. The U.S. Army National Guard is even jumping in with a Soldiers of Steel promotion.
Man of Steel opens on June 14. The Wall Street Journal’s Ben Fritz tweeted that Fandango said that it is selling more tickets so far than other 2013 blockbusters so far.
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