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SBD/Issue 150/Sponsorships, Advertising & Marketing
MLB Teams With Walt Disney For "G-Force" All-Star Promotion
Published April 23, 2009
LEARNING FROM THE PAST: AD AGE’s Rich Thomaselli noted the promotion “comes five years after MLB’s disastrous agreement with Sony Pictures to put the logo for ‘Spider-Man 2’ on all the bases at every ballpark the weekend before the movie opened in June 2004.” Within days of the "Spider-Man" announcement, “fans and purists denounced the plan to put the ads on the bases, and the promo was killed.” Brody said, “We have tremendous respect for the game and we do not want to take away from that. The Spider-Man project had a lot of great ideas; this project has great ideas but is different from that.” Brody said when discussions began with Walt Disney Pictures, the “idea of the movie and the All-Star Game just kind of found each other. It met the necessities for us -- it’s a family film, and we believe we are a family entertainment property -- and as we went along, the different layers just kept making sense” (ADAGE.com, 4/22).