Miramax Inks Popcorn Deal

General Mills’ Pop Secret Microwave Popcorn and Miramax Films have signed a two-year co-marketing deal making Pop Secret the official popcorn of Miramax.

The agreement provides for Pop Secret to appear in five films annually from Miramax, the film studio owned by Walt Disney Co., and its Dimension Films unit. The studios get mentions on packages of Pop Secret popcorn.

The deal emphasizes in-store and video tie-ins but not, for now, a heavy in-theater presence, said Michelle Mosley, Pop Secret assistant marketing manager, adding that the tie-ins mainly link to home entertainment, since people so often eat popcorn while watching videos.

The promotions start with the August re-release of Miramax’s Spy Kids and continue through its video release in September with Pop Secret Special Edition Spy Kids collectible packages that allow buyers to win instant prizes. Target stores plan to give free Pop Secret popcorn to Spy Kids video purchasers.

Pop Secret, No. 2 in microwave popcorn sales behind Orville Redenbacher, began talks on the deal in February and finalized it recently after Miramax’s back-to-back spring hits Spy Kids and Bridget Jones’s Diary, Mosley said.