That's a risky bet in a summer that's seen made-for-merchandising properties like "Lost in Space" and "Godzilla" not live up to hype, frustrating promotional partners, licensees, retailers and consumers. The first spoofs "A Few Good Men," where Jack Nicholson barks at Tom Cruise, "You can't handle the truth!" In the commercial, a toy soldier tells a slick lawyer that he can't handle Burger King's new Rodeo cheeseburger.īK's "Small Soldiers" effort will push the Rodeo cheeseburger value meal to adults and 12 toy premiums from Equity Toys to kids.īy launching a six-week promotion four days before the movie opens on July 10, the burger chain makes itself more dependent on "Small Soldiers" being a hit.
this week begins its $25 million marketing push tied to DreamWorks SKG's "Small Soldiers," a self-proclaimed "Big movie" arriving in the wake of other event flicks that delivered less than promised.īK's promotional assault is backed by two TV spots from Ammirati Puris Lintas, New York, and Industrial Light & Magic, which did the film's computer animation.
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