Kmart makes a move for more movie promotions

We’ve seen quite a few movie promotions from Kmart this summer, first for Indiana Jones and the Kingdom of the Crystal Skull then for The Incredible Hulk and just recently for The Dark Knight. That sort of renewed focus, which includes in-store promotions and a bunch of cross-branding, comes as the result of a new program development team within the retailer’s marketing department.

By bringing these sorts of programs into the fold of the main marketing effort and not, as had been previously done, handling them through field operations, they’re able to craft deals that are more inclusive as well as more uniform throughout multiple locations.

Studios are loving the deals Kmart are putting together because of its willingness to run trailers and ads on video screens in the stores as well as its willingness to tap into its relationships with consumer brands, especially those that the studios have separate promotional deals with.