Warner Bros Commits $25M To ‘The Wizard Of Oz’ 75th Anniversary Campaign

The Yellow Brick Road will run through the Golden Arches. Warner Bros said today it will spend about $25 million on its comprehensive campaign for the 75th anniversary of the iconic 1939 film and that McDonald’s will lead the charge. For three weeks starting September 20, the fast-food behemoth will offer The Wizard Of Oz toys in Happy Meals at more than 14,000 outlets in North America. Other corporate marketing partners include QVC, which will offer Oz-themed products starting September 26, and Food Network’s Cupcake Wars, which will air an Oz competition episode two days later. Warners also added licensees for toys, games, clothes, jewelry, collectibles and much more. Warners, IMAX and TCL Chinese Theatre IMAX will host the September 15 world premiere of the 3D giant-screen version of the Judy Garland classic, which premiered at the then-Grauman’s Chinese Theatre. It screens the same day at the Toronto Film Festival. A weeklong IMAX run in more than 300 theaters in North America follows, and a five-disc Collectors Edition set streets October 1. From the release about merchandising partners: (more…)

This article was printed from https://deadline.com/2013/08/wizard-of-oz-75th-anniversary-launch-warner-brothers-573854/