Push Summer Movies with Pizza Promotions
July 1, 2008
The movie studios releasing the latest “Mummy” and
“Batman” titles obviously figure that one way to reach
their young target audiences is through pizza.
Papa John’s and Domino’s Pizza are involved in separate
promotions to push awareness for two major summer
theatrical releases that figure to compete for box
office take, offering branded pizza boxes plugging the
films. Beyond the box lids, both are offering pizza
specials and sweepstakes.
Papa John’s is offering three medium pizzas with three
toppings each for $21. The company is branding its pizza
boxes with images from “The Mummy: Tomb of the Dragon
Emperor.” And it’s handing out coupons for DVDs of past
incarnations of “The Mummy” and “The Mummy Returns” ($3
for one; $5 for both) with pizza purchases.
The company is also running a text-to-win contest on
movie screen slides through July 27 that offers a trip
to Universal Studios. And as part of its first such
summer movie promotion, the pizza chain is making
“Mummy”-themed gift cards available and sponsoring
“Mummy”-themed games on AOL.com.
“We want to do something for everyone in the family,”
Papa John’s spokesperson Tish Muldoon said.
It’s also collaborating with Universal on a preview
screening at Universal Studios Hollywood on July 27,
with plenty of Papa John’s medium pizzas to be served up
afterwards. Once the movie premieres, 6 million
Coca-Cola cups with Papa John’s coupons will be
distributed in movie theaters.
The company will use national TV spots to build consumer
awareness of its “Mummy” campaign, and is hoping for
sampling of its medium-sized pies, according to Muldoon.
The firm has run movie-themed promotions around most
other releases, including “King Kong,” “Superman” and
In “The Mummy: Tomb of the Dragon Emperor,” explorer
Rick O’Connell returns to combat the resurrected Han
Emperor. In the latest journey, the O’Connell and his
family must stop a mummy awoken from a 2,000-year-old
curse who threatens to plunge the world into his
merciless, unending service. The movie opens Aug. 1.
Meanwhile, Domino’s is pushing a new Gotham City
Pizza—with extra pepperoni—for $9.99 to help hype Warner
Bros.’ “The Dark Knight.” Domino’s will deliver each pie
in pizza boxes with elements of Batman’s signature suit,
including the Bat emblem, along with Web access to
content about the movie for customers who order pizza
In Domino’s “Dark Knight Vault,” people will be able to
see exclusive footage from the movie, along with cast
interviews. They can also play an instant-win game for a
chance to win a “Dark Knight”-themed Xbox 360 game
The company is also offering a $10,000 grand prize to be
delivered in a Gotham National Bank armored car as part
of an online sweepstakes. Registration is available at
http://www.dominos.com also through July 27.
The firm is targeting an 18-to-35-year-old demographic.
It’s the first movie promotion of its kind that the
chain has conducted, so the company is unsure what kind
of lift to expect from the promotion.
“We don’t know the answer to that question,” said
Domino’s spokesperson Stacey Bednarski.
In “The Dark Knight,” Batman sets out to destroy
organized crime in Gotham City for good, with the help
of Lt. Jim Gordon and D.A Harvey Dent. The plan works,
but the three soon find themselves prey to a rising
criminal mastermind known as the Joker. The movie opens
nationally on July 18.
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