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By David Utter
Expert Author
Article Date: 2005-07-27
The animation studio will participate in a two-year marketing campaign with the globally-known Big Mac maker.
Though a string of recent Disney movies performed poorly at the box office, damaging its promotional tie-ins, McDonald's is taking another chance with them.
In its agreement with DreamWorks, McDonald's has worldwide promotional rights to new DreamWorks animated features, according to a press release. "It is a privilege for DreamWorks to be partnering with McDonald's," said DreamWorks CEO Jeffrey Katzenberg in a statement. "McDonald's is one of the greatest companies and most recognized brands anywhere in the world."
This time, the fast food company seems to have learned from its past mistakes, where anemic performances by films like "Brother Bear" and "Treasure Planet" hurt McDonald's bottom line.
McDonald's agreement with DreamWorks will be a non-exclusive relationship. This means McDonald's can support other entertainment offerings, including films from other studios. The Disney agreement held McDonald's in an exclusive relationship.
DreamWorks will produce some original animation for McDonald's. Those productions will certainly include characters from the forthcoming Shrek 3, currently scheduled for a 2007 release.
About the Author: David Utter is a staff writer for WebProNews covering technology and business. Email him here.
