HOLLYWOOD COMES TO THE CORNER STORE
by Michael Hand
Want to know what the next biggest movie will be?? I will give you a simple hint, find a retail location packed with young adult male consumers and walk over to the area filled with ice cold slushee goodness served in cups bigger than your head. Yeah, that’s right – 7-11. Forget the perception that only the Fast Food behemoths know what pop culture will be buzzing about, these guys have it right. The biggest movies continue to find their way into your local convenience store more than any other location in America. X-Men Origins: Wolverine, the most recent flick to be featured on Slurpee cups, straws and new flavors; opened at Number 1 and grossed over $85 million in its first weekend. Last year they struck box office gold and rang up huge register rings with a connection to Iron Man (which grossed $318 million in the US by the time it was done) and won countless awards for the Summer 2007 retail takeover of The Simpsons that converted select stores into Kwik-E-Mart locales.
It doesn’t stop at film success either, 7-11 has found a way to generate revenue across all pop culture hotness- they connected with the launch of Madden football in Fall 2008 to create countless brain freezes among college and high school students and followed with a partnership on NBC’s Sunday Night Football to push plenty of Big hot dogs and Big Gulps. Kudos to 7-11′s agency partners for helping bring the retail world to life and staying on top of this crowd’s interests.
Next up – Terminator Salvation (premiering May 21st). Who cares what the reviews say?? With an “Apocalyptic Ice” flavor in four 3-D cup designs and multiple other in-store call outs hitting your local c-store in the coming weeks (not to mention an online Slurpee sweeps for Terminator branded Xbox consoles and videgames) I would bet the ranch in Vegas that Terminator opens the box office with a top ranking regardless of Christian Bale’s less than stellar street cred. After all, 7-11 has his back.
What do you think?? Can you come up with a better track record of retail succes tied to film and entertainment??
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