Brand tie-ups with Hollywood blockbusters are nothing particularly new. A few years ago we helped Orange leverage their partnership with Star Wars to great effect, and last year’s Bond film – Skyfall – became infamous for its association with Heineken. This week however, the relationship between brands and the film industry will take a rather impressive leap forward with the arrival of the new Superman film, Man Of Steel. With over 100 promotional partners lined up and $170m taken before it even hits the box office, The Independent got in touch with our Creative Director, Ryan Newey, to ask him a couple of questions for an article about brands’ increasing eagerness to be involved with the film industry. For a comprehensive read of it, head to The Independent website:

http://www.independent.co.uk/arts-entertainment/films/news/superman-is-already-a-170m-brand-superhero-as-man-of-steel-tops-the-product-placement-charts.html