CKE Restaurants, parent company of Carl’s Jr. and Hardee’s restaurants, and Sony Pictures Entertainment announced a promotional marketing program for the theatrical release of The Amazing Spider-Man, in theaters July 3, 2012. The upcoming promotion for The Amazing Spider-Man in Carl’s Jr. and Hardee’s restaurants across the country will include an array of advertising, fan events, still secret Spider-Man-themed food items, in-restaurant guest experiences and kids-meal toys over the course of the multi-month partnership.
“We had a great experience with our promotion around the release of the first Spider-Man film in 2002, so we were thrilled to be able to join in on The Amazing Spider-Man this summer,” said Brad Haley, chief marketing officer for CKE Restaurants. “The film looks like it will be, well, amazing, with all of the elements our ‘young, hungry guy’ fans look for in a great summer movie. And, to help celebrate Spider-Man’s 50th year, we will even have an ‘amazing’ new burger to include as part of the promotion.”
It has been speculated that Sony’s failure to team with a national chain is an indication that it does not have faith in the film’s potential.