Promotional Tie-Ins

A Force Multiplier for Marketing

A promotional tie-in is a form of co-marketing where a film studio partners with one or more consumer brands to create a joint advertising campaign. This symbiotic relationship is a force multiplier for a movie’s marketing budget. The film gains access to the partner brand’s enormous retail presence and advertising spend, effectively getting their movie’s title and imagery in front of millions of consumers in grocery stores, fast-food restaurants, and retail outlets. In return, the brand gets to associate its product with the excitement and cultural buzz of a major Hollywood blockbuster, making their product seem more relevant and exciting to consumers. These campaigns are meticulously planned to align the film’s target demographic with the brand’s customer base.

Tie-In Promotions: Toys, Games, and Giveaways

A Tie-In Promotion is the classic execution of this strategy, where a brand creates a specific, limited-time offer or product connected to the film. The most iconic example in marketing history is the McDonald’s Happy Meal, which for decades has featured toy lines based on the characters from the latest animated or family-friendly blockbuster. Other common tie-in promotions include:

• Limited-Edition Packaging: Cereal boxes, soda cans, and candy wrappers are redesigned to feature the movie’s characters and artwork.
• Contests and Sweepstakes: Brands will offer film-themed prizes, such as a trip to the movie’s premiere or a chance to win screen-used props.
• In-Store Displays: Large cardboard standees and other point-of-sale displays turn retail aisles into advertisements for the film.

Cross-Promotion: Partnering for Audience Share

Cross-Promotion is a specific type of tie-in where two or more brands in similar or complementary fields promote each other to their respective audiences. In the context of film, this often occurs between two different entertainment properties. The goal is to leverage the dedicated fanbase of one property to generate excitement for the other. For instance:

• A trailer for a highly anticipated new film from a studio might exclusively debut during the commercial break of a hit television show on a network owned by the same parent company.
• A popular video game might release a special downloadable content (DLC) pack that allows players to use a character or ‘skin’ from a newly released movie.
• A streaming service might create a curated collection of a director’s previous films to promote the theatrical release of their new movie.

This strategy is an effective way to target consumers who are already highly engaged with a similar type of entertainment.