Snap Creative and its in-theater division SnapCo are planning five promotional toy programs at movie theaters worldwide this summer for the season’s top blockbusters.
Among the movies that will be featured are DreamWorks’ How to Train Your Dragon 2, Paramount and Hasbro’s Transformers: Age of Extinction, Disney’s Planes: Fire & Rescue, Marvel’s Guardians of the Galaxy and Paramount and Nickelodeon’s Teenage Mutant Ninja Turtles.
The promotions feature a range of toys and speed packs for each movie at theater chains in the U.S., China, Mexico, Canada, Germany, Spain, Vietnam and Thailand. Movie-going fans can collect two or three different figures and/or keychains for each film, along with reusable cups and popcorn packs.
“These programs are an innovative way for studios to extend brands and reach fans of toy collectibles, especially in the wake of shrinking shelf space for action figures at many retailers,” says Bill Howard, chief executive officer, Snap Creative. “These in-theater collectibles are an extremely effective sales and marketing tool for studios and exhibitors alike. These packs help audiences connect with brands on a whole new level.”