Superman: Man Of Sales
The following is an editorial piece that I wrote for one of my previous agency's newsletter.
Superman. He's faster than a speeding bullet, more powerful than a locomotive, and able to leap tall buildings in a single bound. And he does it all with perfect hair.
Maybe that's what makes him such an ideal spokesperson.
At least, that seems to be the thinking behind the 100+ companies that are partnering with the upcoming film, Man of Steel. While cross promotions are nothing new, the sheer number of these partners is staggering, even for Hollywood. The film has already seen profits of more than three-fourths its budget from these partnerships alone.
From Chrysler and Walmart to Nokia and Twizzlers, it seems that every company is riding the capetails of America's hero. Sears will even have Superman crashing through one of their stores during the movie itself, and Warby Parker created an official Clark Kent-inspired pair of glasses, which were sold out (much to this writer's dismay).
In the end, whether or not these promotions have any positive effect on either the movie or its partners, one thing is certain: Man of Steel is set to be the most action-packed, two-and-a-half hour commercial of the summer.
Maybe that's what makes him such an ideal spokesperson.
At least, that seems to be the thinking behind the 100+ companies that are partnering with the upcoming film, Man of Steel. While cross promotions are nothing new, the sheer number of these partners is staggering, even for Hollywood. The film has already seen profits of more than three-fourths its budget from these partnerships alone.
From Chrysler and Walmart to Nokia and Twizzlers, it seems that every company is riding the capetails of America's hero. Sears will even have Superman crashing through one of their stores during the movie itself, and Warby Parker created an official Clark Kent-inspired pair of glasses, which were sold out (much to this writer's dismay).
In the end, whether or not these promotions have any positive effect on either the movie or its partners, one thing is certain: Man of Steel is set to be the most action-packed, two-and-a-half hour commercial of the summer.