'Star Wars' tie-in deals fail to rise 'above clutter.'

Kramer, Louise; Friedman, Wayne
June 1999
Advertising Age;6/21/1999, Vol. 70 Issue 26, p1
Trade Publication
This article presents the sales results posted by some promotional partners of the Star Wars Episode I - The Phantom Menace film in the U.S. in 1999. The film amassed $303 million on its first 28 days in theaters. While the film has met the expectation of the entertainment industry, its corporate partners are facing a different reality four weeks after its premiere. Licensed apparel in department stores seen a 5% selling through, far from the anticipated 15% estimates. Meanwhile, Tricon Global Restaurants has seen sales rise 4% for its KFC and Taco Bell chains and 7% for its Pizza Hut unit. Several restaurant analysts had forecast gains of 10% for each.


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