Studios, streamers, and record labels are expanding promotional partnerships to capture audience attention in a crowded market, says Disney’s chief brand officer Asad Ayaz. The past year saw unprecedented collaborations across various campaigns.
Universal’s Wicked campaign stood out with over 450 promotional partners, including Walmart and Monopoly, despite doubts about the film’s success. Legendary’s Dune: Part Two also earned praise with its viral sandworm popcorn bucket and Xbox Ornithopter flight experience that logged 181 million miles.
Amazon MGM Studios effectively promoted Red One, partnering with brands like M&M’s and Pillsbury to support $176 million in global ticket sales. On TV, their activation for The Lord of the Rings: The Rings of Power included social invasions by Orc armies in 31 countries.
Apple Music gained attention through Kendrick Lamar’s Super Bowl halftime show, viewed by 133.5 million people, and boosted engagement by featuring a 1987 Buick Grand National GNX linked to Lamar’s album. Apple TV+ used innovative strategies such as a live-in glass cube stunt for Severance at Grand Central Station and a notable State Farm ad integration.
Music labels made strategic moves, with Atlantic Records promoting Charli XCX’s “Brat” campaign alongside H&M, Interscope Records dominating hip-hop charts, and Columbia Records finding success with Tyler, the Creator’s early album release. Epic Games further bridged entertainment and gaming with concerts and in-game artist takeovers in Fortnite.
AMC Networks combined brand integration and original content, while Focus Features elevated specialty films like Nosferatu through unique retail collaborations and immersive marketing. Fox Entertainment partnered with outdoor brand BattlBox for the survival series Extracted.
HBO & Max leveraged partnerships with American Express and the Four Seasons for The White Lotus, creating immersive fan experiences. Neon’s agile marketing for indie films Anora and Longlegs included successful pop-up merchandise and online cipher campaigns.
Netflix expanded live programming partnerships for high-profile events such as Beyoncé’s NFL Halftime Show and sports streaming with Jake Paul vs. Mike Tyson, while Paramount capitalized on viral TikTok challenges and large brand tie-ins for films like Mission: Impossible — The Final Reckoning and Sonic the Hedgehog 3.
Searchlight Pictures showcased Timothée Chalamet to promote the Bob Dylan biopic A Complete Unknown, collaborating with Levi’s for authentic denim merchandise. Sony Pictures Entertainment boosted summer releases with creative partnerships involving Monster Energy and Popchips.
The Walt Disney Company achieved remarkable box office results with films such as Deadpool & Wolverine, Inside Out 2, and Moana 2, aided by partnerships with Heinz, Airbnb, Hawaiian Airlines, and Spam. Disney’s television marketing secured record Emmy wins and innovative collaborations like Hulu’s Only Murders in the Building with Rare Beauty.
Warner Records excelled in artist development with Benson Boone and Teddy Swims, securing brand partnerships including BMW campaigns featuring Boone’s hit single. Warner Bros. Pictures’ marketing team contributed to the success of A Minecraft Movie with viral branded snacks and a global McDonald’s campaign.
Each of these entertainment giants demonstrated creative and impactful ways to connect with consumers, combining multimedia campaigns, brand partnerships, and cultural relevance to make 2025 a standout year for entertainment marketing.