$50 mil deals include Bayer, Kraft

Universal Pictures has signed up partners who will provide $50 million in promotional support for its upcoming “The Flintstones in Viva Rock Vegas.”

Burger King, Bayer’s Flintstones Vitamins, Kraft’s Post Pebbles, NBC, Turner Cartoon Network, Petsmart and Century 21 will participate in the campaign surrounding the prequel, due out April 28.

Studio partnered with McDonald’s for the 1994 “Flintstones” movie and the chain received product placement with mastodon tusks as golden arches.

Burger King, which will receive 15 minutes of screen time as “Bronto King,” will kick off a four-week domestic promotion with four premiums on May 1 and plans to launch an international program in over 40 territories over three months.

Bayer, Petsmart, NBC and the Cartoon Network will launch sweepstakes while Kraft will brand 10 million boxes of Post Pebbles. Century 21, which appears in the film as “Century One,” will provide ad support in its House & Home magazine as part of its first tie-in with a film property.

“The success of the first film, which grossed $350 million worldwide in box office sales, attests to this property’s international appeal,” said Beth Goss, Universal’s senior vice president of promotions. ” ‘The Flintstones’ continues to be a global business opportunity with cross-cultural and cross-generational relevance.”

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