The company is aiming to establish third-party partnerships with brands. DreamWorks' recent activity has focused on partnerships with children's food brands.
The studio teamed up with McDonald's in November last year to promote its film Bee Movie through the fast-food chain's Happy Meals. The film was also promoted in an on-pack competition on Honey Monster Foods' cereal Sugar Puffs.
For the full story see Promotions & Incentives' July issue.