"Big summer films such as "Superman Returns" and "Cars" are looking further afield than traditional marketing partners like McDonald's, Burger King and PepsiCo as they try to reach niche markets -- and figure out how to deal with media attention on junk food and obesity."
(This story was in the Washington Post 5.30.06 but it's not available online anymore, sorry. The essence is here.)
While of course you can expect Pixar to lead the way, innovative and sensitive as they are (makers of new movie Cars), the others are slowly coming along...
"All the studios are aware that childhood obesity is an issue," one studio promotions executive said. "They're slowly starting to figure out what they want to do but there hasn't been a shift yet. People are just more aware of it."
And the health conscious shall lead them...
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