It's a jungle out there - more so than usual thanks to the advancing blitz of "The Lion King" promotion, Disney's most ambitious drum-beating effort ever.
While the studio declined to discuss its marketing strategies, the advertising trade magazine Brand-week reported in March that the campaign, including major tie-ins with such companies as Burger King, Nestle, Eastman Kodak, General Mills and Payless Shoe-source, will generate more than $100 million worth of promotion.Nestle's Lion King candy bars are already on sale in video stores and other retail outlets across the country. "The Lion King" also is being promoted on boxes of General Mills' Cheerios, on boxes of Kodak film and via more than 100 licensees who will be selling Lion King merchandise.
The biggest cross-promotion partner, according to Brandweek, is Burger King, which reportedly is going to put between $40 million and $50 million into its campaign, including more than $20 million worth of advertising support.
Expect to see "The Lion King" hype throughout the summer and even into the fall when, Brand-week reported, Kodak will run a back-to-school promotion involving Timex watches.
Disney appears to be positioning "The Lion King" for a run at the records set by "Aladdin."