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Thankfully, when The Prince of Egypt opens in 3,000 theaters worldwide, there will be no Moses and Pharaoh Beanie Babies at the local Burger King. Instead, there will be a kids' book, a CD and lithographic portraits of the characters. Two of the more notable of several new books on the subject are Moses: A Life by Jonathan Kirsch and The Road to Redemption by Rabbi Burton Visotzky (a consultant on the new film). The Moses boom is already intensifying the debate that theologians and archaeologists have been waging for years about the ancient prophet, amplifying and revivifying...
...subdued performances. Lucrative tie-ins were another sensitive issue. Katzenberg says, semiseriously, "We came up with the Red Sea boogie board. We had the 40-years-in-the-desert water bottle. We had the parting-of-the-Red-Sea shower curtain." But ultimately, both DreamWorks and its partner Burger King concluded that they would be doing themselves "a terrible disservice" if they pushed any kind of merchandise that would trivialize the film. Moses action figures were out. Instead, DreamWorks came up with a Wal-Mart package containing tickets to the film, a souvenir book and a sampler...
Among the army of burger flippers at work across America in the 1960s was a French chef putting his training to use at Howard Johnson's on Queens Boulevard in New York City. I worked for HoJo's from the summer of 1960 to the spring of 1970, doing my American apprenticeship, learning about mass production and marketing. The company had been started in 1925 in Massachusetts by Howard Deering Johnson, and by the mid-1960s its sales exceeded that of Burger King, Kentucky Fried Chicken and McDonald's combined. There would be more than 1,000 Howard Johnson restaurants...
...addition to the usual Burger King tie-in, Lincoln Mercury is running commercials that promote both the film and a new minivan. The movie's sound track includes a spectrum of old and new hipsters: Busta Rhymes and Iggy Pop, Lisa Loeb and Lou Rawls, Beck and DEVO (whose co-begetter, Mark Mothersbaugh, wrote the film's score). There is also The Rugrats Movie itself, a knowing festival of pop-cultural citations, evocations and plain old rip-offs. Says Albie Hecht of Nickelodeon, which conducted "parent-focused research" to broaden the project's salability: "We worked hard to make sure...
...student dressed as a dustbuster by painting blue swirls on his face, while another student showed up with a Burger King crown, Malan said...