CKE Restaurants Holdings, Inc., parent company of Carl's Jr. and Hardee's restaurants, and 20th Century Fox today announced a promotional partnership for the theatrical release of X-Men: Days of Future Past, in theaters May 23, 2014. The upcoming promotion includes advertising, in-restaurant merchandising, collectors' cups and a new film-themed burger.
Here's what Brad Haley, chief marketing officer of Carl's Jr. and Hardees, had to say about the promotion in a statement.
"Our 'young, hungry guy' customers love big super hero films almost as much as they love our big, delicious burgers. And, super hero films don't get any bigger than next year's X-Men: Days of Future Past with many of the cast of the original X-Men films joining with the cast of X-Men: First Class. Carl's Jr. and Hardee's will reveal more details about the partnership, as well as the secret identity of our X-Men-themed burger, in the coming months. But, right now we're here at Comic-Con's Interactive Zone to kick-off our partnership with 20th Century Fox by feeding any and all hungry mutants from our Carl's Jr. 'Star Diner' food truck."
On Saturday, July 20 from 6-8 p.m., Comic-Con attendees dressed as their favorite X-Men character can visit the Carl's Jr. and Hardee's Star Diner at Comic-Con's Interactive Zone to grab a burger or combo, limited-edition Comic-Con tote bag and a personalized, professional photo. Fans who've left their X-Men gear at home can receive a complimentary mutant makeover from real Hollywood makeup artists at the Star Diner.
Zachary Eller, senior vice president, marketing partnerships & promotions at 20th Century Fox, had this to say in a statement.
"We couldn't be more excited to partner with Carl's Jr. and Hardee's for our biggest X-Men movie yet, X-Men: Days of Future Past. Their fun and irreverent advertising campaigns are a great fit with our film and we couldn't be more thrilled to join together to feed mutants everywhere!"
X-Men: Days of Future Past was released May 23rd, 2014 and stars Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence, Halle Berry, Nicholas Hoult, Anna Paquin, Ellen Page. The film is directed by Bryan Singer.