Jun 1, 2006 12:00 PM, By Amy Johannes

Warner Bros. Pictures has booked an impressive roster of partners under its tentpole Superman Returns. From soft drinks and snacks to motor oil and batteries, few categories haven't lined up behind the iconic “S” shield.

Superman Returns will receive more than $80 million in promotional support domestically from partners and licensees and more than $200 million worldwide, the studio says. Despite a 19-year hiatus from the big screen, the property hasn't lost its appeal.

“We wanted to make sure we tied into brands that respect the heritage and help us make Superman relevant to today's audience,” says Gaetano Mastropasqua, senior VP-corporate global promotions and partner relations, Warner Bros. Entertainment.

Interactive displays tied to the film will keep retail visibility high. Frito-Lay lets consumers test their “super hearing” at in-store displays that amplify sound as visitors munch on the brand's snacks. Pepsi lets fans test their “super strength” by spinning a wheel at Pepsi-branded displays.

In Superman Returns, the Man of Steel returns to Earth after visiting Planet Krypton to save the world from the clutches of evil and to reclaim his lost love. The film opens nationwide June 28.

Pepsi and Frito-Lay are backing the film with a host of promotions. More than 1 billion Superman Returns-themed soda cans are rolling out in the U.S. and Canada. This month, consumers can enter codes found inside the packaging of Pepsi sodas, Aquafina water and various Frito-Lay products, all for a chance to win $1 million and Superman Returns merchandise via a sweeps at Dailyplanet.com through July 16.

Further, Frito-Lay will brand Lays and Cheetos snacks with movie-themed packaging and run an online sweeps this month with four grand-prize trips for four to the Grand Canyon, Statue of Liberty, Mount Rushmore and Kennedy Space Center. The sweeps runs through July 7.

TracyLocke, Wilton, CT, executes in-store for Pepsi Co.; Tribal DDB handles online; Davie-Brown coordinates all entertainment ties.

For its part, Pepsi's Quaker division is out with limited-edition Superman Cap'n Crunch cereal featuring red S-shaped shields that turn milk blue. In addition, Quaker Life cereal, Chewy Granola Bars, Pasta Roni and Oatmeal Breakfast Bar products will feature Superman Returns packaging. Consumers can also enter codes on Quaker and Tropicana products in an online sweepstakes to win Superman Returns-themed merchandise at Quakeroats.com/findsuperman through Sept. 30.

The International Diary Foods Association is running a Got Milk? campaign featuring print ads of the superhero through Aug. 8.

In the QSR category, Burger King will launch a global kids' meal program June 26-July 23 offering movie-themed Kids Meals and one of eight toy premiums in 8,500 restaurants. Equity Marketing handles.

To help emphasize Superman's strength and longevity, Duracell has signed on as a partner dangling a gift with purchase and movie-themed packaging.

“If you take the brand attributes of Duracell and the brand attributes of Superman, word for word they match strength, power and durability,” Mastropasqua adds. Circle One Marketing, South Norwalk, CT, handles.

Finally, Quaker State Motor Oil and Samsung are tying in with movie tickets, sweepstakes and wireless content. Motion Picture Magic handles for Quaker State; CCA executes for Samsung.

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