Big brand marketing and summer blockbuster movies have gone hand-in-hand for years now from Ray-Ban sunglasses in Men In Black to Disney characters printed on cereal boxes — but this season feels different. Brand and movie partnership marketing seems more integrated than ever before.
Such partnerships have gone way beyond using products as props or including film characters on packaging. This summer, movies and the businesses they partner with have become inextricably linked, engaging the consumer in breakthrough ways. In many cases, brands are taking on the personalities of the movies, actually enacting the ethos of the films in their marketing and product experiences. At the same time, brands are being woven into scripts as vital characters of their own.
Written By JIM JOSEPH
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