The animated movie, which has its Leicester Square premiere on 7 November, will receive about £20m in media backing, making it the most heavily supported Disney film to date.
Disney's distribution arm Buena Vista has also signed an unusual deal for London's Regent Street Christmas lights to feature The Incredibles' superhero characters. The premiere coincides with the lights being turned on.
Buena Vista marketers believe the film could take more than £40m at the box office, exceeding last year's hit, Finding Nemo.
In its first deal with Buena Vista, Nestle Rowntree will put The Incredibles characters on more than 50m confectionery packs. Violet, the girl character, will feature on Fruit Pastilles and the boy Dash on Milky Way. On-pack competitions will be supported by a TV campaign.
Long-term Disney partner McDonald's will run three TV-supported promotions for the film, including Happy Meals aimed at kids and a Curly Fries text promotion targeting young adults.
'It is the first time that we have tried tailoring different product promotions to different audience segments,' said Buena Vista UK marketing director Lee Jury.
Vauxhall is using its tie-up with the film to promote its Zafira model with specific radio and print ads. Other promotional partners include Orange, Argos and Cereal Partners.
Oral B has the licence to create a range of The Incredibles toothbrushes, while THQ will release a themed video game backed by TV and cinema ad campaigns.
_1.jpg)
.jpg)
