News for Sep. 13, 2005

Film studio sees Kong as king of the brands

9/13/05, 7:53 pm EST - Xoanon

New Zealand director Peter Jackson's King Kong movie is turning out to be a bit like the stereotypical "800-pound gorilla" in terms of promoting other people's products and brands. Universal Studios said today it was adopting a "less is more" strategy in slapping the King Kong brand on other marketing. "One of the things we heard from our partners was that they want a less cluttered field," Universal executive Stephanie Sperber said in a statement. "We have taken a `quality over quantity' approach, limiting alliances to only those that provide a clear strategic fit," Ms Sperber said. [More]