Spider-Man will be featured in television and radio advertising for the Carl's Jr. and Hardee's brands, as well as on promotional materials, cups, and other packaging at the restaurants.
Starting in April, participating Carl's Jr. and Hardee's restaurants will offer customers three different Spider-Man collector's cups. Also, for 99 cents, patrons can purchase a Spider-Man figure to attach to their car radio antenna. In mid May, "Cool Combos for Kids" will feature one of four different toys highlighting Spider-Man or his nemesis, the Green Goblin.
"Spider-Man is an American icon," said CKE's director of corporate affairs, Larry Brayman. "We are thrilled to have the opportunity to work with Sony to team up two classic American brands like Carl's Jr. and Hardee's with Marvel Comics' most popular superhero."
Released in conjunction with the 40th anniversary of the web-slinger's first appearance in a comic book, Spider-Man centers on student Peter Parker (Tobey Maguire) who, after being bitten by a genetically altered spider, gains superhuman strength and the spider-like ability to cling to any surface. He vows to use his abilities to fight crime, coming to understand the words of his beloved Uncle Ben: "With great power comes great responsibility."
Directed by Sam Raimi, the film also stars Willem Dafoe as Spider-Man's nemesis the Green Goblin, Kirsten Dunst, James Franco, Cliff Robertson, Rosemary Harris, and J.K. Simmons. Written by David Koepp and based on the Marvel comic book by Stan Lee and Steve Ditko, the film is produced by Laura Ziskin and Ian Bryce. Avi Arad and Stan Lee are executive producers.
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