I recently spent some time downsizing my parents’ house in Ohio and came across a Star Wars-themed drinking glass from Burger King from the early 1980s.
Curious, I did a little research and found that the chain began selling such commemorative glasses in 1977 ahead of the original Star Wars movie’s release. McDonald’s followed with its own movie tie-in in 1979 — a “Star Trek: The Motion Picture” Happy Meal. Today you can buy a mint-condition McDonald’s Star Trek Starfleet Game from one of those Happy Meals on eBay for about $4.
These promotions ignited a trend that has definitively accelerated in recent years, as more restaurant chains, big and small and across segments, launch movie-themed promotions. Not only have there been more tie-ins, they’ve become more sophisticated — well beyond themed packaging or collectibles. Consider the blockbuster “Barbie” movie in the summer of 2023, for instance. It led to a Barbie Land Berry Pink frozen yogurt launch from Pinkberry, a Barbie-themed meal from Burger King Brazil (including a smoky-flavored pink sauce), an All That Glitters is Pink flavor from Cold Stone Creamery and more.
IHOP had tremendous success from its Wonka Menu (including purple pancakes) launched in early 2023 to coincide with Warner Bros. Pictures’ Wonka, starring Timothée Chalamet. Starbucks introduced two “Wicked”-inspired drinks ahead of that movie’s release in 2024, while Burger King launched an Addams Family Menu that same year (including Wednesday’s Whopper with a purple bun).
Things really picked up in 2025, when Burger King caught lightning in a bottle once with its SpongeBob Movie Menu, which lifted traffic by nearly 19% following its launch, according to Placer.ai data. Burger King jumped right back into the movies this year with its Star Wars Mandalorian and Grogu-themed menu ahead of that film’s May 22 release.
Last April, McDonald’s introduced A Minecraft Movie Meal and A Minecraft Movie Happy Meal ahead of the movie based on the popular video game. According to Placer.ai traffic analysis, visits to the Golden Arches jumped by 12.2% following the promotion’s launch versus year-to-date average visit counts. Additionally, BTIG analyst Peter Saleh said check sizes at the chain grew following the promotion’s launch.
Given such strong tailwinds, it’s little wonder that we’re seeing even more movie tie-ins ahead of this year’s summer blockbuster season. For those keeping pace:
KFC is collaborating with DC Studios’ “Supergirl,” in theaters June 26, with three new sauces: Supergirl’s Solar Honey Mustard, Ruthye’s Sweet Chili Revenge, and Lobo’s Wild Ranch. The chain is also offering a KFC Supergirl Ultimate Meal and Supergirl Combo Meal, as well as a KFC x Supergirl Krypto Collectible Bucket with a Puppy Krypto-inspired lid.
Notably, Cold Stone Creamery also just announced a new Cosmic Creation in tandem with Supergirl’s release.
One of the most anticipated film releases this summer is Toy Story 5, continuing Disney Pixar’s series that began in 1995. It also marks Papa Johns’ first-ever major film collaboration, complete with character-inspired personal pizzas, collectible boxes, Planet Pizza popups, and more.
Yogurtland has introduced a new yogurt collection, merch, and immersive fan experiences ahead of Toy Story 5’s June 19 release date. Limited-time flavors include Space Ranger Berry Blast, Cowboy Campfire S’mores, and Beyond Blueberry S’mores Swirl, as well as the online-only Galactic Berry Blast.
Wendy’s Minions & Monsters meals were announced this week ahead of that film’s July 1 release. The collaboration includes a Kids’ Meal with a choice of two-piece chicken tenders, four-piece chicken nuggets, hamburger or cheeseburger, Jr. fries or apple bites, kids drink, and one of six toys. The adult version will start on June 15 and includes a choice of a Big Bacon Classic or Spicy Chicken sandwich, small fries, small Banana Frosty Swirl and one of four blind box collectibles from the movie. The collaboration also includes a new Banana Frosty Swirl and two Coca-Cola Freestyle beverages inspired by the film’s characters, including a Pineapple Minion MischieFizz and Goomi’s Glimey Lime.
Also this week, Subway announced a new “Moana”-themed meal deal ahead of the July 10 movie opening. With the promotion, Subway customers can upgrade any meal to a Moana Movie Meal Deal for an additional $1 and receive one of five collectible Moana cups, as well as a $15 Fandango code embedded in the cup to see the movie in theaters when it opens.
Tropical Smoothie Café also created a limited-time How Far You’ll Mango Smoothie ahead of Moana’s debut. Each purchase comes with a collectible sticker pack.
There are plenty more examples, including a “The Devil Wears Prada 2” tie-in from Starbucks, and a Pizza Hut campaign with “Space Jam” ahead of the film’s limited return to theaters in May to celebrate its 30th anniversary.
Such promotions have even extended to streamed movies and series. In March McDonald’s launched KPop Demon Hunters meals, for example, inspired by the Academy Award-winning animated Netflix film, while frozen yogurt chain sweetFrog’s “Treat Yourself Like A Hero” campaign was just introduced in partnership with the Disney+ animated series “Miraculous: Tales of Ladybug and Cat Noir.”
These collaborations are increasing because they’ve been proven to work (e.g. McDonald’s and Burger King’s traffic and check lifts) and because they create buzzy new news that appeals to families, as well as younger consumers.
In a recent interview, KFC U.S. President Catherine Tan-Gillespie said such collaborations, like her chain’s with Supergirl, perform well for the company, as they “find a sweet spot with next generation consumers and help modernize the brand.”
Contact Alicia Kelso at Alicia.Kelso@informa.com
Follow her on TikTok: @aliciakelso