Movie tie-ins, product placement, and merch are inevitable revenue streams with today’s blockbusters, but when the most anticipated movie of the month is a grisly horror film, it’s interesting to see how companies connect their brand to the adult-orientated content. In September, Warner Bros. Pictures is promoting “IT Chapter Two,” and everyone from Carl’s Jr. to AT&T wants a piece of the clown-faced action.
Gene Garlock, Executive Vice President of Worldwide Promotional Partnerships and Alliances, stated, “The fact that we were able to attract such an impressive group of partners speaks to the event status of the film franchise and further highlights how these films have become iconic, must-see experiences on the big screen. Following the huge success of ‘IT,’ the brands joining us were eager to be aligned with such a powerhouse property.”
Carl’s Jr. is replacing its famed Happy Star’s smiling face with none other than Pennywise, which is the first time the company put a spin on the logo. The shape-shifting clown’s visage debuts online today, as part of the Pennywise takeover and “IT Chapter Two” campaign launch at their 1,100 U.S. locations. The marketing collection also includes collectible cups, in-restaurant signage, and a presence on Carl’s Jr. social channels. The crew will be donning co-branded t-shirts throughout the promotion as well.
Over at AT&T, the company is supporting the film through its AT&T THANKS Loyalty Program, with a buy-one-get-one movie ticket offer daily for multiple weeks throughout September through Fandango. The app will also offer members a chance to attend one of ten advance screenings in select markets. Eventually, the program will be expanded through Facebook, Twitter, and Instagram; and through direct mail and mobile service; and by a re-skin on the app’s “TickIT Twosdays.”
National CineMedia confirmed the company’s tie-in, offer moviegoers an exclusive augmented reality experience through Noovie Arcade and the companion app for NCM’s Noovie pre-show. The in-theater campaign includes AR-enhanced content running across approximately 10,000+ screens in 800+ theaters. The partner will also host multiple sweepstakes online and on social media, with a chance to win film-themed prizes.
Don’t forget about Pop Secret, who is running an on-packaging sweepstakes program wherever the product is sold domestically. The snack also appears at the “IT Experience: Chapter Two” in Hollywood. Support will also be provided online and via social media. In a partnership with Atom Tickets, Shell has a special ticketing offer for Fuel Rewards members with Gold+ Status to see “IT Chapter Two” for $5.00. Shell will support the partnership through member e-blasts and on the Gold+ microsite.
Postmates has great promo, creating an “Unhappy Meal” available to customers via a virtual pop-up restaurant decked out with red balloons and a replica of Georgie’s iconic paper boat; they are offering themed prizes and discount codes as well, and will also host a trivia contest to win premiere tickets. The campaign is all shared via social media and in-app. In Cold Stone Creamery you’ll find a custom flavor for the release of the film in Brazil, which will be featured in eight locations and the promo allow customers who buy an ice cream to also receive a movie ticket.
As for the movie itself, “IT: Chapter Two” takes place twenty-seven years after the Losers’ Club battled Pennywise, but he has returned to terrorize the town of Derry. Andy Muschietti returned to the franchise to direct the film, which follows the adult Losers. The original movie grossed more than $700M worldwide and the sequel stars James McAvoy, Jessica Chastain, Bill Hader, Isaiah Mustafa, Jay Ryan, James Ransone and Andy Bean. Reprising their roles as the young members of the Losers Club are Jaeden Martell, Wyatt Oleff, Jack Dylan Grazer, Finn Wolfhard, Sophia Lillis, Chosen Jacobs and Jeremy Ray Taylor. Bill Skarsgård returns as Pennywise in the movie.
Muschietti directed “IT Chapter Two” from a screenplay by Gary Dauberman, which is based on the novel IT by Stephen King. Barbara Muschietti, Dan Lin and Roy Lee produced the film, with Richard Brener, Dave Neustadter, Gary Dauberman, Marty Ewing, Seth Grahame-Smith and David Katzenberg serving as the executive producers.
If you want to set a reminder, “IT: Chapter 2” releases in theaters on September 6th.
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