During its pre-Christmas run the movie will receive more than £7m in support from Procter & Gamble and millions of pounds more from Britvic, Cereal Partners and McDonalds in addition to the £2m from Disney.
P&G is tying its Bold, Fairy Non-Bio and Lenor fabric care brands to Finding Nemo with £5m in advertising spend and another £2m in point-of-sale promotions.
The partnership is part of marketing director Mark Brickhill's drive for more "collaborative" campaigns (Marketing, September 25).
Cereal Partners is tying a range of its brands, including Shreddies and Cheerios, to the film, while Britvic is running a £1.4m promotion for its Robinson's brand and McDonald's a major Happy Meals drive.
"We've never had so much partnership activity before but we've learned a lot about brand fit in recent years," said Robert Mitchell, The Walt Disney Company's vice president, marketing.
Mitchell predicts Finding Nemo will be Disney's biggest-grossing movie to date, potentially taking £50m in the box office and outperforming the company's previous collaborations with the Pixar animation studio, Toy Story 2 (£44m) and Monsters Inc (£39m).
After a series of disappointing years, Disney looks set for a strong 2003 in the movie arena, with live-action film Pirates of the Caribbean selling well. Finding Nemo is the top-grossing film in the US so far this year.
Disney's promotion revolves around a series of 'fishy fact' TV break bumpers created by Momentum Productions. Media is by Vizeum.
The entertainment giant has also struck major promotional deals with two unnamed Sunday newspapers to break shortly. Emap, which owns Kiss FM and Magic FM, is Finding Nemo's exclusive radio partner.
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