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'Thor' Tops 'X-Men,' At Least In Movie Marketing

There are six comic-book based movies coming up for spring and summer. But if the past is a prediction, Marvel Studios' "Thor" will do very well. In spite of a few flops, the company has done $100 million in box-office sales. Jeff Greenfield, COO of C3 Metrics, might be referring to Acura -- the automotive sponsor of "Thor" -- when he says, "If you're a car company and you plan to spend $20 million this quarter on a campaign [and] if you spend $5 million of that to integrate "Thor" into it so that part of the ad says, 'Be sure to see "Thor," opening in theaters Friday,' ... in return, they'll do big things for you, like exclusive footage for ads in licensing deals."

Burger King, 7-Eleven, Dr Pepper Snapple, Oracle and Hershey were a few of the brands that hitched along with "Iron Man 2" last year.

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