GM goes Looney for Warner Bros. in $200 mil deal

Friedman, Wayne
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, p1
Trade Publication
This article reports that Warner Bros. and General Motors Corp. (GM) have established a long-term marketing partnership in the U.S. In the deal that crosses most of the entertainment company's divisions, GM will have a first-look option on all automobile marketing opportunities within Warner Bros. operations. It will allow GM to create full-fledged promotions tied to Warner Bros. movies, music, TV shows, consumer products and Web sites. For example, a GM car could be placed in a Warner Bros. movie, with a contest built around the car and combined with other consumer incentives, such as price breaks.


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