Tuesday, June 06, 2006

Everyone Wants In On Pixar's Cars

After the success of Pixar movies like Finding Nemo and The Incredibles, everyone wants in on their new movie, Cars. Disney is unleashing a huge marketing effort on the movie, and so are many big-time companies. Businesses like Kodak, Goodyear and McDonalds have jumped on board to sponsor the movie and try to capitalize on the success Pixar has had in the past. Some companies like State Farm, Hertz and AT&T even have Pixar created ads running on national television to promote the movie and their partnership.

Having this many advertisers integrated into a movie's marketing effort on this scale is unprecedented. Most of these companies are deeply involved with the movie, not just jumping on the bandwagon and putting their name on a list. It's also worth noting that the majority of these marketers are targeting children. Most want to reach the adults directly rather than pull them in through their children begging for the latest toy they saw on TV.

If these marketers experience success, expect this trend to continue. However, much of the marketers' success depends on the success of the movie itself. So if Cars bombs, the marketers will go down with the ship.


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