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Movie Magic the American Way
Corporate sponsorship in mass-market entertainment has always been a controversial subject. However, Americans do not seem to mind the link, as in the case of the current Harry Potter film tie-in with Coca-Cola. Such is the conclusion of the latest Harris Interactive Sportainment poll in the US.The survey shows that 54% of the general US population agrees that Coca Cola is using the movie to market to kids, but they say they are not concerned. Moreover, 42% of Americans believe that partnerships such as this one are to be expected in the Sportainment landscape. An additional third (30%) claim they actually believe that these partnerships offer benefits (as in the example of the Coca-Cola and Harry Potter partnership for literacy campaign).
Hence, sponsorship and entertainment appear to have truly merged in this movie, with the sports marketing model proving its true value at the box office. On the other hand, some criticism has been recently levelled at J.K.Rowling by professors, physicians, and social activists, all urging the author to halt the commercial tie-in.
Nadine Gelberg, executive director of the Sportainment research at Harris Interactive, commented "It would appear based on data collected that organisations that tie their entertainment sponsorships to creative strategies promoting benefits to communities can fully leverage the sponsorship, not only for the good of the organisation, but sometimes even for the good of the communities in which they operate. And in the process, they can also help boost a film's exposure-and that could mean big bucks at the box office."
The Harris Interactive survey was conducted online in October 2001 among 10,000 US Adults (18+).
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