Marketing movies isn’t getting any cheaper in Hollywood, but LeeAnne Stables has been able to enlist some heavy-hitters to flex their marketing muscle for Paramount Pictures.
This summer, she was able to lock down Burger King to fire up campaigns around “Star Trek,” “Transformers: Revenge of the Fallen” and “G.I. Joe: Rise of Cobra.” Companies like Intel and Lenovo, LG Mobile, 7-Eleven and Norton also tied in with the films.
It’s often rare for one brand to repeatedly pair up with a studio unless they have a multiyear deal. After a tie-in with “Iron Man” and “Indiana Jones and the Kingdom of the Crystal Skull,” BK came back to exclusively promote Paramount’s three summer tentpoles, a first for the company. It was also the first time Paramount brokered three consecutive tie-ins with one marketer.
“As much as the economic situation is affecting peoples’ marketing plans, I’ve found no shortage of partners when you have good movies,” Stables says.
Stables prefers inking fewer deals with partners in order to let them stand out with their messaging. The studio also provides them with custom content from the films — including original animation, the films’ sets, even its directors — for campaigns. And it works with partners early.
“Often the timing of a brand’s campaign is not the same as a studio’s, so we find out what timelines they need to hit,” Stables explains. “I tell people in the first meeting that we are their special interest lobbyist to make sure they get what they need.”
Stables is already talking to brands to come aboard as partners on next summer’s “The Last Airbender,” from M. Night Shyamalan, “Tintin,” from Steven Spielberg and Peter Jackson, and Gore Verbinski’s animated “Rango.” Marvel is taking the lead on “Iron Man 2,” the way Lucasfilm oversaw the partners on the fourth “Indiana Jones.”
“It’s too small a business,” Stables says. “You have to step up and deliver or they won’t work with you again and trash you around town. I have repeat customers and that’s what matters.”
IN A NUTSHELL
Exec VP, worldwide marketing partnerships, Paramount Pictures
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