"This is much bigger for us than what we did in the first film," he tells Marketing Daily. "For the first, it was about Slurpee; this includes Big Gulp, so it's about 10 different cups." He says retail elements include front-of-store and window banners. There is also a separate promotion with Reese's candy, which is sold at 7-Eleven.
Brody says films are just one part of the company's promotional strategy, which includes sponsorships around gaming, sports and TV programs.
"We have had success with anything that's exciting; in the case of blockbuster films, it's something where excitement is building well before the premiere," he says, adding that 7-Eleven has programs with WWE Summerslam, and a big promotion planned around a video game. "But films do very well -- no question about it. There is so much support as well from studio and distributors. It really gives lots of buzz to a property
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