LICENCE TO SHILL.

MARKETING strategy; MOTION picture marketing; MOTION picture industry; SIMPSONS Movie, The (Film); SHREK the Third (Film); SALES promotion

This article focuses on the marketing strategies for several motion picture releases in the U.S. and other countries. In the summer of 2007, Fox unveiled a campaign that has been called one of the biggest movie marketing efforts in the history of Hollywood: the retrofit of a dozen 7-Eleven stores as Kwik-E-Marts to promote "The Simpsons Movie." Proximity handled Parmalat's promotion for "Shrek the Third." An eight-week in-store promotion led up to the motion picture's release in May 2007, and television spots ran on YTV.