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Disney’s ‘Teen Beach Movie’ Hangs Ten with Brands

4 June 2013 8:00 AM, PDT | Variety - TV News | See recent Variety - TV News news »

Marketers typically shy away from pairing up with films unless they’re based on an existing — and already popular — property. But with hits like “High School Musical,” “Camp Rock” and “The Cheetah Girls,” the Disney Channel Original Movie has become enough of a brand magnet on its own.

To help hype the release of next month’s “Teen Beach Movie,” Disney Channel has lined up Best Western and Honda, who will both launch pricey nationwide ad campaigns for the surf-rock musical. The hotel chain’s campaign will also stretch into Canada.

The film is essentially Disney Channel’s homage to the beach-set musicals of the 1960s like “Beach Party” and “Beach Blanket Bingo,” that starred former Mouseketeer Annette Funicello, as well as “Grease” and “Austin and Ally.”

Directed by Jeffrey Hornaday (Disney Channel’s “Geek Charming”), “Teen Beach Movie” revolves around high school friends who find themselves transported into their favorite movie, »

- Marc Graser

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1 item from 2013


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