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General Mills’ Pop Secret Microwave Popcorn and Miramax Films have signed a two-year co-marketing deal making Pop Secret the official popcorn of Miramax.
The agreement provides for Pop Secret to appear in five films annually from Miramax, the film studio owned by Walt Disney Co., and its Dimension Films unit. The studios get mentions on packages of Pop Secret popcorn.
The deal emphasizes in-store and video tie-ins but not, for now, a heavy in-theater presence, said Michelle Mosley, Pop Secret assistant marketing manager, adding that the tie-ins mainly link to home entertainment, since people so often eat popcorn while watching videos.
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