News
McDonald's enters Twentieth Century Fox multi-movie deal
May 12, 2009
OAK BROOK, Ill. — McDonald's and Twentieth Century Fox have announced their new global partnership surrounding the studio's anticipated calendar of blockbuster movies through 2010.
The multi-faceted partnership includes Happy Meal toy collections and restaurant promotions in worldwide for top movies starting with "Night at the Museum: Battle of the Smithsonian" and "Ice Age: Dawn of the Dinosaurs."
The new partnership begins with the upcoming sequel "Night at the Museum: Battle of the Smithsonian" Happy Meal promotion beginning this month. Initiatives include:
- Action-packed Happy Meal toy collection. Each toy is activated by a trading card much like the magical tablet in the movie. The U.S. Happy Meal toy collection will be available in the United States on May 22 and features eight characters including Larry, Rexy and Octavius.
- A special online code. Kids use the code to unlock more fun at McWorld, the McDonald's virtual world at www.happymeal.com. McWorld is an online environment where kids can create their own avatars, play games and visit exciting destinations.
- International McDonald's Happy Meal promotions. The promotions begin May 13 in Europe, May 14 in Latin America and May 28 in Australia, the Middle East and Africa. All markets will feature the popular museum characters in Happy Meal collections, with some special additions. For example, McDonald's restaurants in the United Kingdom and Australia will offer an extra toy design — French general Napoleon Bonaparte sitting proudly on his horse.
- Specially designed in-store merchandising. Includes window posters, drive-thru translites and displays, and movie-themed Happy Meal boxes to convey the adventure and fun of the movie by highlighting some of the most exciting eras in history.
- Custom animated television commercials. In the United States and Latin America, the ads will feature exclusive, custom "Night at the Museum" animation and special effects provided by Fox. U.S. ads will begin airing May 22, with others to follow in concert with their Happy Meal programs. McDonald's commercials in Europe will incorporate actual clips from the film.
Promotion preview
In June and July, McDonald's will promote the launch of "Ice Age: Dawn of the Dinosaurs," the third installment of the "Ice Age" film series, which is among the highest-grossing animated films of all time.
Related Media
Subscribe
Get the latest news and resources from QSR Web.
