D'oh! Fox limits tie-ins for 'Simpsons Movie'

July 06, 2007 Just this summer, Sony Pictures lined up seven partners for "Spider-Man" that reportedly spent more than $100 million on co-branded media alone; Disney teamed up with 13 partners for "At World's End," the most for the studio on one film; and DreamWorks/Paramount Pictures partnered with eight brands for "Transformers" that reportedly spent $100 million-plus in media and other marketing support. "Usually with most films today, what the studios are looking for are partners that are going to come on board with lots of media dollars," said Jeff Greenfield, principal of branded entertainment studio Buzz Nation. [...] with the show's enormous success and pop culture status built during the past 20 years, Fox apparently felt that it didn't need the additional media blitz usually provided by a film's promotional partners.

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