News
Kmart Jumps On Hollywood Films
July 17, 2008 -- Advertising Age reports that Kmart – with its 1,400 discount stores – is mounting a new drive to be an official partner in theatrical release of films via a special team of executives organizing promotions. Tie-ins so far are with Indiana Jones and the Kingdom of the Crystal Skull, The Incredible Hulk and The Dark Knight.
“For the first time, the retailer is crafting deals that make it an official promotional partner, as opposed to just a licensed merchandise partner,” notes the article by Natalie Zmuda. “Kmart said that all the deals are structured differently and declined to comment on specifics."
For Hulk, Kmart distributed movie-themed shopping bags and showed film trailers on TV sets in stores. “Kmart deployed two weeks' worth of radio and TV advertisements, print ads in its circular, e-mail blasts and a microsite, much of which prominently featured the movie's opening date,” noted Ad Age.
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adage.com/madisonandvine/article
