When “Paw Patrol: The Movie” hits theaters and the Paramount+ streaming service on Friday, it will kick off one of ViacomCBS’ most ambitious efforts to take on Disney in the streaming wars.
The release of the feature film based on the animated children’s series about a group of rescue dogs who protect their community, will be backed by an “eight figure” marketing blitz, with 1,800 TV ads across channels like Nickelodeon. It involves partnerships with almost 200 companies - from Kellogg’s cereal to Best Western hotels - on tie-ins for toys and other products, many of which will come with a free trial of Paramount+.
“ViacomCBS is looking to do the same thing, but they haven’t been as aggressive in terms of actually getting an early start and pivoting into streaming and taking some of the potentially game-changing actions that we’ve seen from other companies, especially with the way COVID affected the industry. So the ‘Paw Patrol’ film could be a litmus test in terms of going day-and-date streaming and theatrical.
The “Paw Patrol” film, the first theatrical spinoff of the TV show, has among the most tie-in products and global retailers of any film the company has distributed, said Pam Kaufman, President of ViacomCBS Consumer Products. New franchise content is crucial to Paramount+ subscriber growth, executives say, because it helps drive new subscribers, who then stay on the service so their children can watch older franchise content, like the six seasons of “Paw Patrol” currently available on the streaming service.
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