For Scooby-Doo the live action film based on the popular cartoon series, Warner Bros has a nationwide promotional tie-up with Bharat Petroleum.
BPCL Petro Card members can redeem 1,500 petromiles for two passes to the movie, which is releasing nationwide on Nov. 1. Cardholders can also exchange their miles for Scooby-Doo merchandise, including toys and bags, at special counters in theatres on Nov. 2.
This is the first time that Warner Bros are tying up with a public sector company, and it is also the first time they are exploring a merchandising tie-up. Warner Bros also has city-specific tie-ups with brands such as Coca-Cola, AirTel and Seagram.
The movie, which also stars Freddie Prinze Jr. and Sarah Michelle Gellar, is the first live action film based on the popular cartoon series, and is being positioned as family entertainment. It is being released initially in ten key cities on 25 screens, and will then be taken to other markets.
BPCL Petro Card, which claims a customer base of 67,000 in Chennai alone, and about 9 lakh nationwide, has often screened movies for customers with a similar format of redeeming petro miles. It expects that response to this tie-up will also be well received.