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The James Bond movies do it well, while ill-conceived attempts such as Star Wars/Burger King just cause resentment of both the producer and the product. Tie-ins don’t work when the connection between a brand and a movie is forced. When the soul of the brand and the content of the movie are a natural fit, everybody wins. —Teddy Lynn, executive producer, Arnold’s branded entertainment division, Boston
Well, it’s kind of like asking if humor works in advertising.
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