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Miramax goes from art house to play house

Disney-owned indie-like studio Miramax is breaking into the kid market next year, and it's going all the way. Spy Kids, the first kid flick from the producers of The Cider House Rules and Shakespeare in Love, will see the studio's first...
May 1, 2000

Disney-owned indie-like studio Miramax is breaking into the kid market next year, and it’s going all the way. Spy Kids, the first kid flick from the producers of The Cider House Rules and Shakespeare in Love, will see the studio’s first ever QSR tie-in, with McDonald’s no less, when the film debuts in March 2001. The four-week program will offer kids gadget-based premiums with Happy Meals.

Miramax is also signing its first ever master toy licensee, Trendmasters, for the film. The studio is currently looking for appropriate promo partners in cereal, snacks and other packaged goods categories.

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