7-Eleven to Offer Tie-ins with "Iron Man"

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7-Eleven to Offer Tie-ins with "Iron Man"

DALLAS -- Convenience chain 7-Eleven will be one of many retailers across numerous channels to offer tie-ins for Paramount's "Iron Man" movie, which will debut in early May and is geared toward all ages, but a primarily male audience, Brandweek reported.

The convenience operator, cell phone marketer LG Mobile and quick-serve restaurant Burger King are named as partners, along with auto maker Audi, which will use the film to launch its R8 sports car, the report stated.

The movie's title character, Tony Stark -- aka Iron Man -- is a multimillionaire inventor played by Robert Downey Jr. The character combines old-school sophistication with modern better-living-through-technology ideals, according to the report.

The movie's partners are expected to spend upwards of $50 million in traditional and alternative media, the report stated.

Advertising will begin with a Super Bowl ad and extend through broad-based promotions at 6,400 7-Eleven convenience stores, Brandweek reported.

"The partnerships fan out across every demo," LeeAnne Stables, Paramount's senior vice president of worldwide marketing partnerships, told Brandweek. "And they reach consumers in ways and places that the studio marketing can't."