Saturday, January 26, 2008

Speed Racer Lines-Up Big Tie-Ins -

Speed Racer Lines-Up Big Tie-Ins -

"Speed Racer Lines-Up Big Tie-Ins
Source: Variety January 26, 2008

Warner Bros.' Speed Racer, opening in theaters on May 9, is targeting a G rating, reports Variety. Because of this, the studio has been able to enlist a lengthy lineup of promotional partners that will pony up at least $80 million in additional marketing support around the film.

That kind of backing from brands like General Mills, McDonald's, Target, Mattel, Lego, Topps and Esurance, among others, will create the 'noise' needed to gets audiences interested in the film, producer Joel Silver says.

'You have to open big,' he 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.'"

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