media buys

“Spider-Man had a number of promotional partners in the United States, such as Cingular, the wireless phone company; Carl’s Jr. and Hardee’s in the quick-service restaurant category; Kellogg’s; Dr Pepper; Reebok; and Hershey’s, all deals done by the theatrical global promotions group to generate awareness for the movie using somebody else’s media buys to supplement the studio’s marketing campaign.”

Simon & Schuster: The Movie Business Book, Third Edition