Tie-ins combine multiple media for maximum public exposure, often used by the film industry to partner with publishers, toy makers, and others for additional advertising power. They can include video games, special editions of books, and toys, covering multiple industries for increased sales.
A tie-in is a type of promotional campaign that combines multiple media for maximum public exposure. Connecting campaigns can be quite extensive, often saturating urban areas. Tie-ins are usually used by the film industry, which partners with publishers, toy makers, and others for additional advertising power. The tie-in is seen as a very effective way to get consumers to buy more products and to build enthusiasm for an upcoming movie.
Multiple links are often used in the film industry. In many cases, major action movies are accompanied by video games that come out on the same day or within the same week. Viewers are encouraged to purchase the video game to experience aspects of the film at home, and players are encouraged to view the film if they enjoy the video game. Movie studios work hand-in-hand with game development companies to make sure that the video game is realistic and fits well with the movie.
Special editions of books that have been made into movies are often used for tie-ins. In some cases, a book tie-in may simply involve swapping the cover for one related to the movie. In others, a book about a film may be released simultaneously with it, for consumers interested in learning more about the film. Many publishers work with studios to offer libraries special bundles of linked movies that include a cheaper bundle price for linked products.
The toys are also often used in hookup campaigns. Many businesses such as fast food restaurants give out free toys as part of children’s meals to not only promote the movie but also to attract customers. In some cases, restaurants pair up with movie studios to release movie character action figures for children’s movies. For adult films, other collectibles such as figurines, plates, and similar items may be released in other markets alongside a major film.
A well-executed linking campaign will cover multiple industries. For example, a major children’s film might be released in coordination with a video game. Additionally, trading cards from the film would be available, while bookstores would feature a special edition book based on the film. If the movie was based on a book, publishers would release a film version for bookstores to sell. This saturated hype would result in increased sales for all industries involved, making it a practical cooperative effort.
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