Mattel are the latest advertiser to grab the opportunity of advertising alongside Superman Returns when it opens in South Africa on the 7th of July.
The US-based toy company will be running advertising for their new SupermanTM toys on CineMARK’s digital advertising platform. CineMARK are the cinema advertising sales company responsible for the advertising sales of all Ster Kinekor and numerous independent cinemas, and this is the first time that Mattel has advertised with them.
Nicole Welsh, Brand Manager of Mattel in South Africa, says ‘We chose to promote the Superman Returns range of Mattel toys on cinema – as the synergy is so obvious, it is such a relevant medium as anybody watching the movie is bound to be a Superman fan, whether they are discovering him for the first time or because they know him already from past films or the TV.
We feel that because the target audience is so broad for this kind of movie, we have, not only kids watching the movie but also gift givers of all ages. Thus it becomes the perfect platform to showcase the toys that will take the magic of Superman into their homes.
We imagine the response to the movie to be fantastic – Although Superman or action figure driven toys are great sellers in their own right, we are reliant on the hype and success of the movie to increase the toy sales.’
For more information about cinema advertising, or about how your product can Follow-the-Movie, visit www.cinemark.co.za or call CineMARK on 0115063009.
