‘SpongeBob’ Film Readies Ad Splash

SpongeBob SquarePants, the most-watched kids TV show in history, is coming to a theater near you in November—backed by as much as $150 million in marketing and media support.

Signing on for the Nov. 19 release of Nickelodeon/Paramount’s The SpongeBob SquarePants Movie are Mitsubishi, Burger King, Kellogg’s, and other travel and retail partners.

“SpongeBob really skews from 2 to 80, and a third of the products are sold to adults,” said Pam Kaufman, svp of marketing at Nick in New York. “We know the kids will come, so the tonality [of the marketing] will be college-age-directed.”

Nick’s April 3 Kids Choice Awards officially will kick off the film. Also going live that month: two Web sites—one aimed at families, the other an “unofficial” blogger site that adults must find on their own.

In September, the initiatives will include a CBS Eye on America segment, ads on buildings, presence in Paramount amusement parks and heavy rotation of ads on Viacom stations.

The partners will pitch in with Bob-themed Pop-Tarts and Eggo waffles from Kellogg’s, a $20 million Mitsubishi ad effort backing the flick by Deutsch/LA in Marina del Rey, Calif., in the fourth quarter, movie-character displays at Burger King and ads from Mattel for tie-in toys.