Burger King bites into promo pacts

DreamWorks, Nickelodeon have it their way

HOLLYWOOD — America’s second-largest source of hamburgers, Burger King Corp., announced promotional deals with entertainment companies DreamWorks and Nickelodeon on Tuesday.

Under pressure from franchisees to increase traffic and interest in its 11,000-plus restaurants, newly installed Burger King CEO John Dasburg pointed to pacts as one way to increase flagging sales.

The alliance with DreamWorks to promote animated and live-action films includes “Spirit: Stallion of the Cimarron,” due to be released next Memorial Day weekend, and covers four other pics as well.

Burger King had previously worked with DreamWorks on “Shrek,” but this marks the first multipic deal for the cow hut.

Miami-based Burger King also will build on its 5-year-old relationship with Nickelodeon to offer various meal premiums in 2002, including a live entertainment tour.

Terms for the partnerships were not disclosed.

Showbiz agreements aren’t the only promo effort being made by Dasburg, the former Northwest Airlines chief exec who was named topper earlier this year: Also under pressure from franchisees, he is working on a plan to divest Burger King from its London-based parent, Diageo.

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