X-MEN: APOCALYPSE teams up with M&M’s for promo.

Mars Chocolate North America announced a partnership between M&M’S Chocolate Candies and 20th Century Fox’s upcoming motion picture event X-MEN: APOCALYPSE. The deal makes M&M’S the exclusive chocolate and confectionary promotional partner of the film, which opens Friday, May 27 and is considered one of the most widely anticipated movies of 2016.

Film Synopsis:

Following the critically acclaimed global smash hit X-Men: Days of Future Past, director Bryan Singer returns with X-MEN: APOCALYPSE, opening in theaters everywhere May 27, 2016. Since the dawn of civilization, he was worshipped as a god. Apocalypse, the first and most powerful mutant from Marvel’s X-Men universe, amassed the powers of many other mutants, becoming immortal and invincible. Upon awakening after thousands of years, he is disillusioned with the world as he finds it and recruits a team of powerful mutants, including a disheartened Magneto (Michael Fassbender), to cleanse mankind and create a new world order, over which he will reign. As the fate of the Earth hangs in the balance, Raven (Jennifer Lawrence) with the help of Professor X (James McAvoy) must lead a team of young X-Men to stop their greatest nemesis and save mankind from complete destruction.

Partnership Details:

“This deal truly brings together two of the biggest superheroes of Hollywood – M&M’S and X-Men,” said Berta de Pablos-Barbier, Vice President, Marketing, Mars Chocolate North America. “X-Men is one of the most popular and thrilling franchises in movie history, and we like to say M&M’S are the official chocolate candies of the movies. Together, we hope to make the experience even more fun for movie lovers.”

“Who doesn’t love M&M’S and their hilarious band of characters? M&M’S Chocolate Candies are a part of the movie experience, so what better movie to pair them up with than the next film in our epic X-Men film franchise,” said Zachary Eller, Senior Vice President, Marketing Partnerships, 20th Century Fox. “The work that Mars is doing to bring this partnership to life is fantastic.”

M&M’S Brand plans to leverage the partnership with a full 360-degree campaign including retail displays and packaging; digital and out-of-home media; TV and in-cinema advertising; consumer promotions; public relations; and social media content. M&M’S World® and My M&M’S® also will support the partnership with themed merchandise and special blends of candy featuring icons from the film.

M&M’S will tease the partnership at the Mars booth space at New York Comic Con, Oct. 8-11 at the Javits Center in Manhattan.

Source: PR Newswire