Maxwell Smart may be fighting Kaos for world domination, but it's Hollywood studios that will be locked in a battle for moviegoers' attention during the upcoming summer season.
Warner Bros. will be squarely in the middle of the fray, releasing the film version of the cheeky '60s hit TV show Get Smart on June 20. The promotions team has enlisted PepsiCo's Sierra Mist, Subway, Swiss Army, Vespa, QVC and Anheuser-Busch to help the comedy win the box office war.
Dwayne "The Rock" Johnson will star in the TV spots as his character, Agent 23. A retro-cool silhouette of the movie's stars will appear on the drink labels and packaging. The Pepsi brand has created extensive in-store materials and spy-centric consumer offers around the theme.
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