With the unpredictability of ticket sales, movie studios are increasingly seeking alternative income through merchandising. Successful tie-ups with brands often indicate a studio's confidence in a film, exemplifying partnerships like that of Wicked with 400 brands. However, such collaborations can fail for less mainstream films. The release of '28 Years Later' has prompted a unique collaboration with Tiny Rebel brewing, producing IPAs inspired by the film, although the connection may seem forced and out of place in typical social settings.
It's why the last bag of Doritos you ate had Jack Black's face on it. This strategy isn't failsafe.
If you're promoting a big four-quadrant blockbuster, it's easy to team up with companies who'll paste their products with adverts for your film.
This week a press release announced that independent craft beer mavericks Tiny Rebel are dialing up the chaos by launching two new official 28 Years Later IPAs.
Nevertheless, I cannot legitimately think of a situation where I'd walk into a pub and deliberately seek out a beer with palpably apocalyptic vibes.
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