McDonald's and DreamWorks Animation enter Marketing Pact
According to an announcement today, McDonald's is teaming up with DreamWorks Animation to promote upcoming films starting in 2007:
DreamWorks Animation SKG and McDonald's Corporation today announced a two-year worldwide marketing and promotional relationship. The first film associated with the tie-in will be Shrek 3, slated for release in 2007, and will include such signature promotions as McDonald's Happy Meals®.
The partnership, which gives McDonald's worldwide promotional rights to new DreamWorks animated properties, was announced today by Jeffrey Katzenberg, DreamWorks Animation Chief Executive Officer, and Mike Roberts, McDonald's President and Chief Operating Officer.
The agreement comes as McDonald's exclusive, ten-year deal comes to an end. On the other hand, the DreamWorks deal is non-exclusive, and the short duration gives both companies the opportunity to assess the success or failure of the partnership fairly quickly.
Given the uncertainty of the new release business for the foreseeable future, this is a smart marketing move for both parties. While Disney and McDonald's had some wild successes (in particular, with the Pixar releases) the ten-year exclusive deal is a relic of a slower, more stable period in the theatrical business.
[Via Yahoo! Finance]
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