Entertainment Tie-ins / Licensing

Bookstores nationally will be magically transformed this Friday into celebration stations for the release of

All of the P-O-P pieces for Heineken's promotion with the movie, "The Matrix Reloaded," feature green colorations and the streaming code that has been popular since the first Matrix movie hit box offices. Ryan Partnership, Wilton, Conn., produced the materials.

All of the P-O-P pieces for Heineken's promotion with the movie, "The Matrix Reloaded," feature green colorations and the streaming code that has been popular since the first Matrix movie hit box offices.

All of the P-O-P pieces for Heineken's promotion with the movie, "The Matrix Reloaded," feature green colorations and the streaming code that has been popular since the first Matrix movie hit box offices.

Ralphs, a California-based division of Kroger Co., has teamed with PepsiCo and Kellogg for a promotion tying into the Walt Disney Pictures/Pixar release, .

Barely visible behind this Publix sale sign is the massive display Frito-Lay distributed for its summer of 1999 tie-in with .

A Super Bowl co-promotion called "The Big Easy Super Bowl Bash" paired Kraft with The Coca-Cola Co. and included a standee and a display spectacular featuring celebrity chef Emeril Lagasse. 141 Communicator, Chicago

A Super Bowl co-promotion called "The Big Easy Super Bowl Bash" paired Kraft with The Coca-Cola Co. and included a standee and a display spectacular featuring celebrity chef Emeril Lagasse. The Integer Group, Denver

A montage of images from "Harry Potter and the Chamber of Secrets" creates an aura of magic and thrills on the P-O-P.

A montage of images from "Harry Potter and the Chamber of Secrets" creates an aura of magic and thrills on the P-O-P.