Masterfoods USA snackfood brands, Regal Entertainment Theatre Operations and Regal CineMedia have entered into a multi-year marketing partnership to promote some of Masterfoods most popular snacks in REG theatres nationwide.
Select Masterfoods brands including M&Ms, Skittles, Snickers and Starburst are now being featured as the exclusive concession candy items for REG’s 555 theatres in 39 states, with the exception of a few individual non-competitive brands. Branding and advertisements for the snackfoods will also be integrated theatre’s digital pre-show entertainment program, The 2wenty.
The Mars brand will also be seen on-screen and in-lobby promotional opportunities.
Masterfoods USA, Hackettstown, NJ, has more than $5 billion in annual sales.