Emerging Industry Overview: Mass Merchandising
Mass merchandising, or tie-ins, which may have begun as a technique to bolster sales on occasion, has become a veritable industry in its own right. With advertising costs increasing, compGame and movie tie-ins involving cellular phones were projected to be the next trend in technology. The most highly visible promotion involved a "Spider Man" spin-off with Cingular Wireless Inc. that included a series of games, screen-savers, logos and ring tones to coincide with the movie's release. The trick, the experts said, of making such a promotion a success was finding the right content.