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film criticism by maryann johanson | since 1997

question of the day: What’s the most ridiculous summer movie product tie-in you’ve seen (or can imagine)?

I don’t know about you, but when I think of badass crimefighters in powered armor, I think of confections of chocolate and peanut butter — and vice versa, of course. So I wasn’t at all surprised to see images of Iron Man all over the Hershey’s store in Times Square (yes, it’s a tourist trap, a shop masquerading as a theme park attraction). If only Tony Stark could have a Reese’s Peanut Butter Cup shoved in his mouth, the experience would be complete.

But Reese’s is far from the only product hoping to catch a ride on Iron Man’s metallic coattails, according to Hollywood.com:

Blue-chip marketers such as Burger King (with an Iron Man 2-branded sandwich, the “Whiplash Whopper”), Audi (Tony Stark’s vehicle of choice is the R8 Spyder convertible), 7-Eleven, LG Electronics, Hersheys and Dr. Pepper along with smaller brands like Royal Purple motor oil are attached to the marketing blitz — but are they at risk of getting lost in the clutter?

“The key here is to get excitement about our brand to all of our partners,” Dave Fleming, Dr. Pepper’s director-brand marketing, told the trade. “And to be able to do a promotional spot where a Dr. Pepper machine is being made in Tony Stark’s lab is really one of a kind,” he added.

Isn’t it an amazing coincidence that Tony Stark’s vehicle of choice just happens to be from one of the companies trying to make themselves look cool next to Iron Man? What are the odds?

*sigh* These kinds of promotional tie-ins must be effective, or wouldn’t keep seeing them, but c’mon: What does Dr Pepper have to do with anything?

What’s the most ridiculous summer movie product tie-in you’ve seen, for any movie? To what ridiculous extremes can the promotional tie-in be taken?

Have fun.

(If you have a suggestion for a QOTD, feel free to email me. Responses to this QOTD sent by email will be ignored; please post your responses here.)

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