When Iron Man comes in to theatres this summer, he won't be doing it alone. He'll be doing it with a whole bevy of corporations who are promoting the film, and their own products alongside it. Brandweek has announced several of the companies who have partnered with Paramount.
To market the film, Paramount is beginning with a Super Bowl ad. They will then continue with promotions at 7-Eleven convenience stores, as well as with ad campaigns partnered with Burger King and Audi. "The partnerships fan out across every demo," said LeeAnne Stables, Paramount's svp-worldwide marketing partnerships. "And they reach consumers in ways and places that the studio marketing can't."
Learning from the success of 2007's Transformers, Paramount will have Favreau direct the ads for Burger King (just as Michael Bay did for Transformers), and the studio will provide original content on a web-site dedicated to their partnership with Audi, promising an even greater connection than that between Transformers and General Motors.
Iron Man, directed by Jon Favreau, stars Robert Downey Jr., Terrence Howard, Jeff Bridges, Shaun Toub and Gwyneth Paltrow. The film tells the story of Tony Stark, a billionaire industrialist and genius inventor who is kidnapped and forced to build a devastating weapon. Instead, using his intelligence and ingenuity, Tony builds a high-tech suit of armor and escapes captivity. When he uncovers a nefarious plot with global implications, he dons his powerful armor and vows to protect the world as Iron Man. Iron Man flies into theatres May 2, 2008.