Superman Sets Record for Most Promotional Tie-ins, Frowns
Man of Steel recently came out, and while I haven't seen the film yet, I'm pretty sure it represents the frowniest Superman ever. Every trailer, poster and print ad shows Henry Cavill sternly moping into the camera. I think I even heard him frown in a radio spot. Dude is seriously frowning all the time.
Having the most glum Superman ever isn't the only title snagged by Man of Steel, and in fact, that dour face isn't the record-breaker you'll see most often in the film. That honor would fall to Sears, Carl's Jr., Nokia and the 97 other corporate sponsors who paid to get placement in one of this summers most-anticipated movies. According to Ad Age, Zach Snyder's take on Superman has the most product placements ever, with more than 100 partners appearing throughout the film.
As a frame of reference, the previous titleholder for most product placements was The Lorax, which is reported to have had 70 separate company tie-ins, or one for every ticket sold. Put another way, "Man of Steel" cost $255 million to make, and made $160 million from its promotional partners—the film made back 60 percent of its budget before a single ticket was sold. Now do you see why I'm shocked that Supes looks so grumpy?
There's an important message here, and it's not that the new Super Bacon Cheeseburger from Carl's Jr. has "six full bacon strips woven together into a crispy bacon nest."* Product placements are the Hollywood cousin of promotional products, serving the same purpose on the big screen that our industry does in homes and offices across the country. That more companies than ever are willing to spend more money than ever on advertising means there are more opportunities for distributors to do what they do best.
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.