Just in time for the holidays, Fox has introduced the master toy line for the November-release, animated feature film, Anastasia. © Twentieth Century Fox. All Rights Reserved.

Then, there are hybrids. Men In Black is a perfect example. Though not animated in its theatrical release, the animated series debuted this fall. In essence, the movie targeted to the mass market was the "event" which launched the franchise and the animated series which will be targeted to kids. My own son is too young to have seen the movie, but he certainly is aware of Men In Black and wants the merchandise. You can bet he'll be watching the series, because he already has a relationship with the characters from the promotions. With the play pattern and involvement begun even before the series even premiers, Men In Black already has a jump on its competition.

Getting To "Critical Mass"
Interestingly, the promotional tactics for each of these two branding strategies can be similar. The objective is to break through the clutter with a property and develop a critical mass of awareness. Ideally, consumers should see or hear about the property virtually anywhere they go.

One of the most effective is the strategic alliance. For theatrical release animation, fast food alliancesMcDonald's and Disney, Burger King and The Lost World, Taco Bell and Star Wars are the best known. Together, the combined advertising budgets for the movie and the restaurant chain allows them to reach critical mass very quickly. But not for long, which is part of the "event" strategy. Because the movies and promotions come one after the other so quickly, the promotions have to be big and they have to be fast to have an impact.

However, not every product has the kind of budget or potential that can sustain a fast food tie-in. For the theatrical and video release of Shiloh, Deare Marketing developed a tie-in with pet foods and a charity drawing on the natural affinity between dog owners and the heartwarming story. At the same time, the movie got significant exposure in a venue where movies are seldom promoted, so the actual value of promotion in that uncluttered environment is potentially greater than if the promotion had been a small voice in a very crowded venue.

Christopher Byrne, contributing editor to Playthings magazine, notes that in his research, parents are beginning to tune out to promotions because there are so many of them. "Targeting and reaching consumers where they don't expect it can be very powerful as it is increasingly difficult to be `heard' above the promotional noise at fast food and other `traditional' promotional outlets."

Playing Like "The Big Boys"
The fact is: Very few animators can compete with Disney or any of the major studios. But everyone can learn to leverage their unique assets to achieve marketing objectives.

Here, the packaged goods approach pays off. Tie-ins capitalize on the shared qualities of the entertainment product and partner brand, benefiting both partners. The entertainment property gets broad-based exposure and media support in alternative venues (e.g., supermarkets, mass merchants, etc.), and the packaged goods product gets a unique offer to differentiate itself from its competition in advertising and at point-of-sale. These promotions are separate from revenues and promotion generated through licensees, yet complement and enhance the franchise as a whole.