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Jan 15, 2008 6:04 AM, PROMO Xtra

Marketers Line Up to Give ‘Iron Man” Lift

Paramount Pictures and Marvel Entertainment have lined up a quartet of heavyweight marketing partners to hype their “Iron Man” movie.

Audi, Burger King, LG Mobile and 7-Eleven are all on board with a variety of ploys to help build a buzz around the upcoming summer release. “Iron Man” is the story of kidnapped billionaire and genius inventor Tony Stark who escapes captivity, creates a high-tech armor suit and saves the world.

Audi plans to trumpet a high-tech link between its engineering and design and the main character’s lifestyle. Burger King will distribute collectible figures from the film at its 11,200 locations worldwide. The 7-Eleven activation will consist of “Iron Man” Slurpee cups at its 6,000 locations in the U.S. and Canada. LG Mobile will run a multimedia ad blitz.

“’Iron Man’ will launch the summer movie season with powerhouse partners executing campaigns as innovative in concept as ‘Iron Man’ itself,” said LeeAnne Stables, senior vice president of worldwide marketing partnerships for Paramount Pictures.

Marvel has signed deals for “Iron Man” merchandise with more than 100 licensees worldwide.

The film, starring Robert Downey, Jr. in the title role and directed by Jon Favreau, is set for a May 2 debut.

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