Turner Network Television announced a marketing alliance Thursday with The
Coca-Cola Co. whereby the network will create "Diet Coke MovieFest" -- eight
weekend movie festivals for Diet Coke sponsorship.
The new film franchise will air on eight weekends between April 11 and Sept.
28 and will feature customized Diet Coke-branded movie opens and closes,
intermissions and tune-in spots produced by TNT, the companies said.
In addition, a tie-in Diet Coke MovieFest promotion will give consumers a
chance to appear in a future TNT tune-in spot.
Citing a connection between Diet Coke drinkers and movies, Diet Coke vice
president of marketing Sophie Castell said in a prepared statement, "This is an
engaging way to relate the 'feel-good' emotional experience of watching movies
with the Diet Coke brand."
TNT executive VP and general manager Steve Koonin added that this weekend
movie package will deliver the young adults 18 through 49 so desirable to the
cola brand.
The movies have already been chosen for the new franchise. Among them are
Grease (April 18 through 20), Rocky (May 2 through 4), Field of
Dreams (June 6 through 8), Top Gun (Sept. 19 through 21) and The
American President (Sept. 26 through 28).
