K-Mart Teams Up with Paramount and Dreamworks to Promote Transformers: Revenge of the Fallen

Transformers: Revenge of the Fallen has a friend in K-Mart. The retailer is combining marketing forces with the studios to lend some more weight to the tetosterone-driven marketing and PR campaign for the action movie.

The film’s June 24th release date works perfectly with K-Mart’s Father’s Day promotions.

Mike Duff of BNET breaks down the partnership:

“Marketing elements range from circular advertisements to email blasts. Also included are in-store signage, radio and sale of Transformers-themed gift cards. Additionally, Kmart has created a 24-page movie-themed comic book it will distribute in select theaters during the initial promotional period, June 7 to 21. A movie adaptation, it also mounts Kmart ads highlighting the campaign’s core movie ticket offer, licensed merchandise and coupons designed to drive traffic to both stores and the company’s web site.”

It would seem that K-Mart is every movie studio’s champion. During The Dark Knight movie marketing mayhem, the Sears-owned company was among the Warner Bros film’s most ardent co-promoters, offering strategically-placed in-store licensed movie-related merchandise, and dubbing itself as the Official Batman Headquarters.