Word: warners
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However, although it forged a $150 million dollar alliance with Coca-Cola, the movie lacks a fast food tie-in. According to Warner Brother’s domestic marketing chief Brad Ball, “Packaging [Harry Potter] with a meal combo would have taken away from her [J. K. Rowling’s] philosophy...
...three days—count them, three—after Sorcerer’s Stone comes out. By the time the next movie opens, the first deluge of DVDs will already have smashed into stores, dribbling cash and trailing more merchandise in its wake. Walking into a Warner Bros. Studio store is like entering a Harry Potter bazaar...
...surprise, surprise! Hollywood marketers are shrewd. Wary of tainting the (so far) starry-eyed image of Harry as innocent youth, unblemished by hype, Warner Bros. is exercising an extremely tight rein on movie marketing—choosing only Coca-Cola as their global licensing partner. Despite the preponderance of Potter products in (and being snatched from) stores, the studio has also shielded Radcliffe and his cohorts from press and paparazzi—the confidentiality surrounding the cast and crew of Sorcerer’s Stone puts Kubrick’s and Spielberg’s top-secret A.I. to shame...
...over-promoting the film in order to keep rabid fans salivating for the briefest pinch of Potter-news, Warner Brothers will maximize both profit and continued universal interest in the series. Diane Nelson, Warner Bros.’ senior vice president for family entertainment, points out in the New York Times: “We also asked [Coca-Cola] to include a philanthropic component; there’s this huge literacy program that’s part of the Coke campaign. We think this goes to the spirit of what is inherent in the Harry Potter brand. None of this...
Gates has contracted to have the novel published by Warner Books next April...