CARPINTERIA, Calif. (Restaurant News Release) CKE Restaurants, Inc., parent company of Carl’s Jr.® and Hardee’s® restaurants, and Sony Pictures Entertainment announced today a promotional marketing partnership around the theatrical release of The Green Hornet, starring Seth Rogen. From limited-edition giveaways to an online sweepstakes, action seekers and burger lovers across America will get The Green Hornet experience throughout the many promotions planned during the multi-month campaign. The film will be released in 3D in theaters nationwide on January 14, 2011. For a full synopsis of the film, see the “About The Green Hornet” section below.
“The Green Hornet film is a great fit for Carl’s Jr. and Hardee’s customers,” said Brad Haley, executive vice president of marketing for CKE Restaurants. “Our target audience of ‘young, hungry guys’ are big fans of Seth Rogen, cool cars, comedy and action films, so what’s not to like? People will also love the cool and exclusive stuff we’ll be offering as part of the various The Green Hornet promotions, like the fully-loaded Black Beauty car from the film, complete with machine guns and rocket-launchers, that is the grand prize in our sweepstakes. Sorry, guys, the machine guns and rockets aren’t functional, but they look awesome.”
The partnership, which unofficially kicked off in July 2010 at Comic-Con, includes a Carl’s Jr. and Hardee’s commercial starring Rogen and Jay Chou, who plays Kato in the film, as well as an instant-win game and sweepstakes, themed food products, and merchandise.
CKE Restaurants will be supporting the partnership through an extensive advertising campaign spreading across television, radio, print and online mediums. The explosive television commercial, which will air in December, features the movie’s stars, Seth Rogen and Jay Chou, in character as the Green Hornet and Kato. It will be directed by Phil Joanou and was co-created by Rogen and Mendelsohn/Zien Advertising.
A beverage promotion with Dr Pepper, launching on November 17, will feature a The Green Hornet collectors’ cup and includes an online instant win game and sweepstakes. One player will be eligible to win the grand prize, the Black Beauty car. The promotion will be packed with other cool prizes including Southwest Airlines Vacation packages, limited-edition The Green Hornet PSP®go Systems, a Sony home-theater system, Sony Electronics, movie tickets to see The Green Hornet in theaters, Carl’s Jr. and Hardee’s gift cards, and more.
Also beginning November 17, guests visiting any participating Carl’s Jr. and Hardee’s restaurant will be able to purchase a collectors-edition Black Beauty keychain, a 1:91 die-cast metal reproduction. The exclusive Black Beauty keychain will come complete with a “Save Some Green” value pack of The Green Hornet partner coupons, including Sony PSPgo System, Sony Cyber-shot, Sony Home Entertainment, Teleflora, EFX Wristbands and Carl’s Jr. and Hardee’s food prizes. Additionally both Carl’s Jr. and Hardee’s restaurants will feature a limited-time The Green Hornet-themed food item, kids meal toys, specialized crew uniforms and extensive in-store marketing materials.
Building upon the in-store fun, a national tour of the Black Beauty car will begin in November and run through the release of the film in January, 2011. Tour stop locations will include some Carl’s Jr. and Hardee’s markets where fans will be able to see the car in person and receive exclusive giveaways, including Black Beauty keychains.
The partnership will also be supported with extensive digital and social media efforts through Carl’s Jr. and Hardee’s Facebook pages (www.facebook.com/carlsjr and www.facebook.com/hardees) and Twitter feeds (www.twitter.com/carlsjr and www.twitter.com/hardees). Stay tuned to these channels for all the latest updates around this exciting partnership.
About CKE Restaurants, Inc.
CKE Restaurants, Inc. is a privately held company headquartered in Carpinteria, Calif. As of the end of its second quarter of fiscal 2011, CKE, through its subsidiaries, had a total of 3,149 franchised, licensed or company-operated restaurants in 42 states and in 18 countries, including 1,239 Carl’s Jr. restaurants and 1,898 Hardee’s restaurants. For more information about CKE Restaurants, please visit www.ckr.com.
About Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 140 countries. Sony Pictures Entertainment can be found on the World Wide Web at http://www.sonypictures.com.
About The Green Hornet
In The Green Hornet, Britt Reid (Seth Rogen) is the son of LA’s most prominent and respected media magnate and perfectly happy to maintain a directionless existence on the party scene – until his father (Tom Wilkinson) mysteriously dies, leaving Britt his vast media empire. Striking an unlikely friendship with one of his father’s more industrious and inventive employees, Kato (Jay Chou), they see their chance to do something meaningful for the first time in their lives: fight crime. To get close to the criminals, they come up with the perfect cover: they’ll pose as criminals themselves. Protecting the law by breaking it, Britt becomes the vigilante The Green Hornet as he and Kato hit the streets. Using all his ingenuity and skill, Kato builds the ultimate in advanced retro weaponry, The Black Beauty, an indestructible car, equal parts firepower and horsepower. Rolling in a mobile fortress on wheels and striking the bad guys with Kato’s clever gadgets, The Green Hornet and Kato quickly start making a name for themselves, and with the help of Britt’s new secretary, Lenore Case (Cameron Diaz), they begin hunting down the man who controls LA’s gritty underworld: Benjamin Chudnofsky (Christoph Waltz). But Chudnofsky has plans of his own: to swat down The Green Hornet once and for all. The Green Hornet is directed by Michel Gondry, written by Seth Rogen & Evan Goldberg, based upon “The Green Hornet” radio series created by George W. Trendle, and produced by Neal H. Moritz.