Kmart Corp. (Hoffman Estates, Ill.) has signed an exclusive deal with Warner Bros. Entertainment Inc. (Burbank, Calif.) to promote the newest Batman film, “The Dark Knight.”
The deal, with the studio's licensing arm, WB Consumer Products, and with its subsidiary, DC Comics Inc. (New York), makes Kmart the “official Batman headquarters,” including a storefront Batman-themed product boutique, licensed merchandise and Batman-themed packaged goods.
Kmart will offer free tickets to see the film with the purchase of three bags of Reese's Batman products, as well as $5 off select Mattel Dark Knight toys with the purchase of five boxes of select General Mills cereal and fruit snacks. Batman gift cards will also be available.
The Batman boutique will carry toys, kids' apparel, costumes, bedding and accessories and men's graphic T-shirts. Kmart will advertise the program with circulars and point-of-purchase material, including co-branded shopping bags.
Kmart's in-store program includes a floor-projection game technology called “Stepscape,” developed and marketed by Reactrix Media Network (Redwood City, Calif.). The interactive digital platform lets people move light-projection images around the floor with physical gestures.
Tassie Anthony, manager of marketing planning for Kmart parent Sears Holding Corp., says that certain elements of the promotion are exclusive. “Our competitors will have licensed product available,” she said, “but only Kmart is the Batman headquarters.”