WB Planning Tie-in Bonanza for SPEED RACER - Mania.com



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WB Planning Tie-in Bonanza for SPEED RACER

Damn, that's a lot of money..

By Jarrod Sarafin, News Editor     January 26, 2008
Source: Variety


Snapshot of a scene in SPEED RACER(2008).
© Warner Bros.

Normally wouldn't report this because really, who cares about most tie-in promotional campaigns...Still, it's the number which caught my eyes here in the latest news from Variety. The trade reports that Warner Bros. has activated an eye-popping upcoming campaign for Speed Racer, due to it's G-rating, which comes in around 80 million dollars in marketing alone.

"You have to open big," producer Joel Silver says. "You have to let them know you're out there. The only way to make a lot of noise is to have people shout from the rooftops. ('Speed Racer') was an opportunity to do something we've never done before."

Here's what the trade had to say on the individual deals...

LEGO creating four playsets based around the film.

McDonald's offering separate Happy Meals for boys and girls.

Target, which rarely does film promotions, coming aboard as the pic's official retail partner and, in addition to in-store ads and circulars, offering a gift card that enables consumers to access exclusive footage from the film;

General Mills stamping Speed Racer imagery on packaging of its cereals and other brands like Betty Crocker cookie mixes, Old El Paso Mexican foods and Fruit Gushers.

Puma designing Speed Racer-themed shoes;

Overseas, Japanese tiremaker Yokohama Rubber Co. and auto parts retailer Autobacs, as well as Brazilian oil company Petrobras and Mexican snack-food maker Bimbo, among others, will also push the pic through ads and other tie-ins.

What do you think, Maniacs?

COMMENTS AND RESPONSES

Showing items 1 - 10 of 15
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joeybaloney 1/26/2008 8:45:27 AM
How much better can sneaker technology get?
godsonfilm 1/26/2008 12:12:02 PM
I didn't realize this was rated G! Interesting... That opens up its market already for potential sales skyrocketing.
jamesdalton 1/26/2008 1:45:58 PM
What I want to know is -- will this film be released in 3D? As far as I know, they haven't said one way or the other. Because that's the only thing that's going to get me in the theaters.
Moz72 1/26/2008 5:10:05 PM
"Brazilian oil company Petrobras and Mexican snack-food maker Bimbo, among others, will also push the pic through ads and other tie-ins." Does this mean a free oil change in Brazil and a free burrito in Mexico with my movie ticket!?
bjjdenver 1/26/2008 6:57:32 PM
I hope little kids and their parents like these products. After seeing the trailer, I was greatly disappointed and definitely won't be seeing it. It should be good for smaller children, though I don't know about their familiarity with Speed.
PAGE 1/26/2008 9:29:28 PM
Rated G? WTF?? I think I'll wait for the dvd release. Gonna be waaayyyy to many kiddies at the theater. What a let down.
metalwater 1/26/2008 11:59:01 PM
Hey, did you guys check-out those hot pictures of Jessica Chobot that are posted on the lower right side of the Mania home page??? "Wow???" Please bring her back to write for Mania.com again!!! Anyway, to Speed Racer. I read an article on merchandising in the latest addition of Star Wars Magazine, featuring one of the main guys who made Star Wars products such a big hit with retailers. According to him...most movie related tie-in merchandising was unsuccessful, even for big hits like Planet Of The Apes. Star Wars broke the mold in that regard, but he said even today, most product tie-ins for other movies are not well received by the public. Star Wars, however, keeps selling well. As for my view on the Speed Racer marketing deals...well, Joel Silver is just trying to underwrite this movie with as many product tie-ins as possible, so when the film bombs, at least he won't lose as much money as he would...without those tie-ins present. PS-Cloverfield is dead at the box office. It just fell 3 spots to number 4 at the box office.
JarrodSarafin 1/27/2008 4:11:53 AM
Personally, I think this is a naive move for Warner Bros. IRON MAN comes out a week before Speed Racer...and PRINCE CASPIAN comes out a week after... I respect what the Wachowskis did with the Matrix film but I don't see SPEED RACER doing well in the month of May 2008. The only thing going for it is the fact that it's the only G-rated film in the early weeks of May. It may make a lot of money for its demographics...but 80 million dollars in marketing...Sheesh, talk about "overkill".
Wiseguy 1/27/2008 6:59:05 AM
My sentiments exactly. May is a real busy month with a tent pole movie opening every week. I just don't understand why the studios do this. At the minimum they should give each other at least two weeks without any heavy competition. That G rating may be its saving grace, but IM is pg 13 and most parents don't have a problem taking their toddlers to see something like that and Prince Caspian will probably have a similar rating. As for the tie-in sneakers, I could use some speed and long gone are my days of a five minute mile. So if they're turbo charged I'll buy a pair.
toran 1/27/2008 8:39:15 AM
WHAT!!?!?!! A G Rating?!? No lesbians in leather bondage!?!? Andy, Larry your killing me here! Seriously, I thought Speed Racer would at least get a PG rating. Even when I saw the original cartoon as a kid I thought, "Man this is kinda intense for a kids cartoon." I mean in the opening credits you have a race car careening off a cliff and exploding! Not exactly Mickey Mouse stuff. But it means I wont have any problems taking my 7 year old son to it. I do think it looks good. We'll see
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