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Twentieth Century Fox aims squarely at the family with promotions around Night at the Museum: Battle of the Smithsonian. The film studio is drawing in Kraft, Post cereals, Hershey and tourism board Destination D.C., with multiple contests that give trips to the nation’s capital and sleepovers in the vaunted museum.
Another major partner, McDonald’s, is launching the first of five promotions into 2010 with Fox films, including a program around Night at the Museum. It’s the second recent multifilm deal between a Hollywood studio and an A-list marketer, with Paramount inking three movies in a row with Burger King.
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