Burger King, Paramount Reveal Summer Movie Tie-Ins

In anticipation of Paramount Pictures' upcoming summer movie slate—Star Trek (May 8),Transformers: Revenge of the Fallen (June 24) and G.I. Joe: The Rise of Cobra (Aug. 7)—Burger King has released various tie-in plans.

This week, Burger King launched its Star Trek promotions including a "Kingons"-coined TV advertisement, a "Kingon" Defense Academy Web site at www.whenkingonsattack.com, limited-edition collectible glasses featuring one of four Star Trek characters (Kirk, Spock, Ultra and Nero), as well as kids' meal premiums with star- and bolt-shaped chicken tenders and the chance to collect one of 16 Star Trek toys with sound.

For the Transformer: Revenge of the Fallen release, the burger chain plans to unveil the Transform Your Way scratch-and-win game, where fans will get a chance to win prizes from $1 million to a 2010 Chevrolet Camaro. The contest is set to begin on June 22. Burger King also will premiere a limited-time-only food item, the BK BBQ Double Stackticon, in which consumers can stack multiple burger patties, bacon, sauce and cheeses. A television spot directed by Michael Bay and a kids' meal promotion with eight Transformers toys is also in the works.

In late July, Burger King will kick off G.I. Joe: The Rise of Cobra with a kids' meal program to feature eight collectible action figures and vehicles.