Last week during its annual Year Beginning Meeting, Walmart recognized Warner Bros. with its Entertainment Division’s Promotion Performance Supplier of the Year award for the cross-divisional Man of Steel retail program.
In 2013, Warner Bros. and Walmart partnered to create Walmart Premiere Night, which offered Superman fans the exclusive opportunity to see Man of Steel in theaters nationwide prior to its official release. The program contributed to the opening weekend box office, making Man of Steel the highest-ever June weekend opening, and was supported by a comprehensive marketing campaign that included national TV, print, online and social media, ultimately garnering 3.7 billion impressions.
Walmart Premiere Night offered customers the exclusive opportunity to purchase a collectible ticket to the “see-it-first” screening, pre-order the DVD or Digital Download, plus receive a free, one-of-a-kind digital comic book by Man of Steel writer David Goyer. The program included an extensive array of consumer product categories, including apparel, toys and home, making Walmart the leader in Man of Steel product sales and market share.
The award-winning initiative was led by Warner Bros. Consumer Products in partnership with the company's Theatrical Marketing, Theatrical Distribution, Theatrical Promotions, Home Entertainment and DC Entertainment teams, as well as the Man of Steel filmmakers.