News

'Speed Racer' Glow Dim For Tie-Ins

    May 19, 2008 – Speed Racer may have sank at the box office, but the over-exhuberant fantasy yarn did okay for some of its movie tie in partners that provided $80 million in media promotion tonnage, according to Advertising Age.
    The article notes that “Speed Racer was to have been another perfect summer thoroughbred for consumer brands -- including McDonald’s, Target, General Mills, Lego, Yokohama tires, Esurance and Puma -- to climb onto.”
    One promo partner willing to talk was John Swigart, chief marketing officer for San Francisco-based Esurance, which said the Speed Racer tie-in was okay, particularly since most of its promotion came before the opening box office disappointment. "We wanted to find another brand that was relevant and that had our look and feel” Swigart told Ad Age. “We feel that was accomplished, whether it opened at $20 million or $80 million.”
    Speed Racer ranked a disappointing third its May 9-15 opening week with $22.2 million in domestic box office, despite a wide release on 3,606 screens.

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adage.com/madisonandvine/article