Ad Age reports that Tricon (who owns Taco Bell, KFC, and Pizza Hut) have chosen to do a promotion with Spider-Man over Star Wars Episode II. Talking about Spider-Man:

"It's the most-hyped movie for next summer," said one studio marketing executive.

Sony could also add a wireless phone and an automaker as partners for Spider-Man, according to movie-marketing watchers. Nokia has done a product-placement deal in the film; a Nokia phone is clearly seen in its teaser trailers.

Neither a Sony spokeswoman nor a Taco Bell spokeswoman would comment about the deals. Kellogg's could not be reached for comment. By signing with Sony, Tricon apparently will depart from Lucasfilm's Star Wars franchise; Star Wars: Episode II gets released next summer.

Tricon put together a massive multimillion dollar tie-in with Star Wars: Episode One -- The Phantom Menace in 1999. A major part of the promotion was a sweepstakes where consumers needed to go to all Tricon restaurants -- Taco Bell, KFC, Pizza Hut -- to enter the contest. To many executives, both at Tricon and at Lucasfilm, the deal was a failure.

Second thoughts

Lucasfilm had been considering not doing any Star Wars partnership deals after the problems with Tricon, according to people familiar with the situation. But now, marketing executives said, Lucasfilm has signed on General Mills and PepsiCo's Frito Lay, which are worth, collectively, about $16 million in paid-media, according to some executives' estimates. Frito Lay had been a partner in the Phantom Menace. Lucasfilm executives didn't return phone calls by press time.

The following was also mentioned:

Still undecided is major movie corporate tie-in player Burger King Corp. One executive said the Diageo restaurant chain is leaning toward Men In Black 2, and that Star Wars and Austin Powers 3 weren't a consideration. Another studio marketing executive believes Burger King is looking for more of an adult-targeted promotion.

For more on the spider-Man deal, visit our coverage at MovieHeadlines.Net!