Homer Simpson would be proud that it took the allure of burgers to get audiences to see his new film, according to results by Integrated Media Measurement Inc. (IMMI), a provider of consumer behavior data. The data collected by monitoring actual consumer behavior, shows that individuals who watched the Burger King television commercial with "The Simpsons Movie" tie-in in addition to regular movie ads were 40% more likely to actually go see the film than those just exposed to the television, radio and in-theatre trailers solely touting the movie. IMMI panelists experienced either a television, radio or trailer ad an average of 6.1 times between 7/4 and 8/9, with 9.1% of those people going to see the movie. 13.3% of the IMMI panelists who saw the Burger King tie-in spot in addition to regular movie advertising during that same timeframe went to see the movie. When compared only against other advertising seen a similar number of times and in similar places, the Burger King/Simpsons combo still drew 40% more people to the theater. Further supporting the notion that movie tie-in advertising helps drive consumers into theatres is the 7-Eleven "The Simpsons Movie" tie-in radio campaign. IMMI panelists exposed to the 7-Eleven ad in addition to the regular movie campaign (July 4-August 9) were twice as likely to head to the theatres.
"The Simpsons Movie" opened 7/27 and has grossed more than 165 million in the U.S.