McDonald's Inks Marketing Deal With DreamWorks Animation

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McDonald's Inks Marketing Deal With DreamWorks Animation

By MERISSA MARR and STEVEN GRAY
Staff Reporters of THE WALL STREET JOURNAL
July 27, 2005 12:52 p.m.

Looking to revamp its movie-related promotions after a decadelong relationship with Walt Disney Co., McDonald's Corp. announced a two-year marketing pact with DreamWorks Animation SKG Inc., the studio behind the "Shrek" movies.

Under the new deal, McDonald's will promote DreamWorks' animated movies in its 30,000-plus restaurants world-wide on a nonexclusive basis. The partnership will kick in with "Shrek 3," scheduled for release in 2007.

For the past decade, McDonald's has been locked into promoting only Disney movies and television shows. However, the limits of an exclusive relationship have put increasing pressure on that relationship. By contrast, Burger King Corp. and other fast-food chains pair up with several studios on a case-by-case basis.

With the Disney deal due to expire next year, McDonald's has been courting various studios. In addition to DreamWorks, McDonald's has held discussions with Pixar Animation Studios Inc., the studio behind "The Incredibles" and "Finding Nemo," according to people familiar with the situation.

Write to Merissa Marr at merissa.marr@wsj.com and Steven Gray at steven.gray@wsj.com

 

[GoofyInOhio]

So will Disney take out McDonalds at the Parks? My guess is no, but I wonder.

 

[DisKid]

Does this mean that Disney won't make a new agreement with McDonald's? Or that McDonald's will make an agreement only if it's non-exclusive???


:lookaroun Still not sure about Iger and Disney Management. Losing McDonald's would be a big mistake...

 

[dxwwf3]

It will be interesting to see how this will affect the selling of McDonalds products in the parks, the sponsorship of Dinoland/Dinosaur/Restaurantosaurus, and the McDonalds outside the All-Star Resorts.

 

[wedway71]

I think Ronnie mcD will still have Disney Happy meals.McDonalds at this time will not have an exclusive contract with disney that will allow other media companies do biz with them as other movie hits come out.As far as the McDonalds in the parks I would leave them.As far as fast food goes they are the most recognized in the world;however if they will not do ANY Happy meals with disney then at time they should pull them out.This might be a good thing for Disney.COMPETITION IS GOOD.This way Disney will have to ensure they put out only Lion King quality hits to warrent Happy meals.
Funny thing is I guess Ronald McDonald never saw Madagascar and how it was a bomb-Good luck with those happy meals-lol

 

[Computer Magic]

It will be interesting to see how this will affect the selling of McDonalds products in the parks, the sponsorship of Dinoland/Dinosaur/Restaurantosaurus, and the McDonalds outside the All-Star Resorts.

Does restaurant inside the parks give out Happy Meal toys? I don't see Restaurantosaurus giving out Shrek inside a Disney park. Although quite funny if they did and how many guest ask the question.

 

[ThreeCircles]

McDonald's does not own any locations within any Disney parks except Burger Invasion at DCA. All the other locations may sell McDonald's products but they are Disney owned. (Just as Coca-Cola does not own any of the stands at which their products are sold.)