Columbia TriStar has signed deals with Kellogg and Burger King as major partners in marketing its super-hero film Spider-Man 2 this summer.
The film will be released in UK cinemas in July and both companies will offer collectable premiums to tie in with the movie.
The first Spider-Man movie, released in June 2002, took &£29m at the UK box office. The main partners at that time were Kentucky Fried Chicken and Cereal Partners (MW 2 May 2002). KFC offered four different Spider-Man collectables to be given away with children’s meals, including figures of Spider-Man, his arch-enemy the Green Goblin and wrist-shooters.
Columbia TriStar declined to reveal the exact nature of the giveaways for Spider-Man 2, but vice-president for promotions Europe Chris Taday says the promotional items are “aspirational” and designed to appeal to a wide age range of children. Columbia TriStar has also developed on-pack promotions with United Biscuits and AGFA film.