Source:Variety

January 26, 2008

Warner Bros.' Speed Racer, opening in theaters on May 9, is targeting a G rating, reports Variety. Because of this, the studio has been able to enlist a lengthy lineup of promotional partners that will pony up at least $80 million in additional marketing support around the film.

That kind of backing from brands like General Mills, McDonald's, Target, Mattel, Lego, Topps and Esurance, among others, will create the "noise" needed to gets audiences interested in the film, producer Joel Silver says.

"You have to open big," he says. "You have to let them know you're out there. The only way to make a lot of noise is to have people shout from the rooftops. ('Speed Racer') was an opportunity to do something we've never done before."

The marketing line-up includes:

- General Mills stamping Speed Racer imagery on packaging of its cereals and other brands like Betty Crocker cookie mixes, Old El Paso Mexican foods and Fruit Gushers.

- LEGO creating four playsets based around the film.

- Target, which rarely does film promotions, coming aboard as the pic's official retail partner and, in addition to in-store ads and circulars, offering a gift card that enables consumers to access exclusive footage from the film;

- Puma designing Speed Racer-themed shoes;

- McDonald's offering separate Happy Meals for boys and girls.

- Overseas, Japanese tiremaker Yokohama Rubber Co. and auto parts retailer Autobacs, as well as Brazilian oil company Petrobras and Mexican snack-food maker Bimbo, among others, will also push the pic through ads and other tie-ins.

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