Lani
06-15-2004, 10:50 AM
McMad? Fast-food giant has beef with Disney (http://www.courierpress.com/ecp/gleaner_business/article/0,1626,ECP_4481_2962323,00.html) -- Courier Press, 6/15/04
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In a contract that requires McDonald's to pay approximately $100 million to the Walt Disney Company for its use of Disney tie-ins for their promotions, anonymous sources within the fast food giant's corporate headquarters are crying foul for getting an extremely short end of the stick and getting stuck with having to promote such duds as "Treasure Planet" and "Atlantis: The Lost Empire." Although there have been occasional gems with movies such as "Lilo and Stitch" and "Pirates of the Caribbean," they bemoan that most of the big hits, such as "Shrek 2," have gone to other chains (in this case, Burger King).
"The biggest complaint I hear is that the alliance doesn't give them any flexibility. They get locked into whatever Disney decides to lock them into," said Dick Adams, a consultant to 500 McDonald's franchisees. He noted that they must promote not only major new releases, but re-releases of classic films as well as such direct-to-video films as this year's "The Lion King 1 1/2."
[Free registration required to view full article.]
In a contract that requires McDonald's to pay approximately $100 million to the Walt Disney Company for its use of Disney tie-ins for their promotions, anonymous sources within the fast food giant's corporate headquarters are crying foul for getting an extremely short end of the stick and getting stuck with having to promote such duds as "Treasure Planet" and "Atlantis: The Lost Empire." Although there have been occasional gems with movies such as "Lilo and Stitch" and "Pirates of the Caribbean," they bemoan that most of the big hits, such as "Shrek 2," have gone to other chains (in this case, Burger King).
"The biggest complaint I hear is that the alliance doesn't give them any flexibility. They get locked into whatever Disney decides to lock them into," said Dick Adams, a consultant to 500 McDonald's franchisees. He noted that they must promote not only major new releases, but re-releases of classic films as well as such direct-to-video films as this year's "The Lion King 1 1/2."