LeeAnne Stables, worldwide marketing partnerships executive vice president for Paramount, said the promotional deals were part of the studio's attempt to recruit "bigger programs" to help advertise the newest "Trek" film, The Hollywood Reporter reported Thursday.
"We wanted to make sure these were promotions with tonnage to relaunch the 'Trek' franchise," Stables said. "We like to have fewer partners with bigger programs."
The partner promotions, worth an estimated $50 million, will include advertisements from the studio's partners with a prevailing "Trek" theme.
Other companies signing on ahead of the movie's May 7 release are Verizon Wireless and Nokia, which will have its logo apparent in the action film.
"We like to create these rich programs with lots of consumer interaction," said Grace Belmonte, channel marketing director for Nokia, U.S., told the Reporter. "It's a branding effort for us and an awareness builder for V Cast."
Copyright 2009 by United Press International.
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