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Unformatted text preview: s first promotional appearance at a McDonald’s, amid all
the marketing deals, giveaways, and executive swaps, America’s fast food culture has become indistinguishable from the popular culture of its
children. In May of 1996, the Walt Disney Company signed a ten-year global marketing agreement with the McDonald’s Corporation. By linking
with a fast food company, a Hollywood studio typically gains anywhere from $25 million to $45 million in additional advertising for a film,
often doubling its ad budget. These licensing deals are usually negotiated on a per-film basis; the 1996 agreement with Disney gave
McDonald’s exclusive rights to that studio’s output of films and videos. Some industry observers thought Disney benefited more from the deal,
gaining a steady source of marketing funds. According to the terms of the agreement, Disney characters could never be depicted sitting in a
McDonald’s restaurant or eating any of the chain’s food. In the early 1980s, the McDonald’s Corporation had turned away offers to buy
Disney; a decade later, McDonald’s executives sounded a bit defensive a...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08