Caped Crusade
NEW YORK CITY The newest property in Warner Bros.’ Batman franchise barely made it onto the small screen before it made deals to hit the supermarket thanks to packaged goods partners Kraft Foods and Golden Valley Popcorn.
Batman Beyond, an animated kids series that moves the storyline into the 21st century, debuted to critical acclaim and solid ratings in January. Warner Bros. has given a 26-episode nod to the series, which airs Saturday morning at 9:30 on the WB Network. Batman Beyond chronicles the exploits of an aged Bruce Wayne who passes on his Batman duties to an exuberant youth called the Tomorrow Knight.
Promotional efforts begin in earnest next month when Golden Valley launches a mail-in offer on 6 million boxes of Act II Popcorn. Consumers who send in two UPCs receive a free copy of the first issue in a six-part Batman Beyond comic book produced by Warner unit DC Comics. Kraft will follow suit later in April with an offer for the second issue of the series that will run on 2 million multi-paks of Jell-O Yogurt.
Jell-O will support with print ads, while Golden Valley goes the P-O-P route – and will also spice up its offer with a $3 coupon for the Batman Beyond: The Movie video that will reach stores in May. Warner Home Video then joins the fun with in-store displays that will highlight numerous Batman releases, says Joel Ehrlich, senior vp-promotion for DC Comics/ Warner Bros.
The series’ futuristic setting offers up new promotional possibilities for the ageless Batman franchise, says Ehrlich. Hasbro already has the master toy license.
