The Movie Mania was launched based on the success of last year’s movie theme promotion. Also, dovetailing with this summer’s movie promotion, a new cross-merchandising effort pairing M&M’S candies and national-brand and private-label popcorn was put in place at some grocery chains. M&M’S displays with POS materials were placed in snack aisles. Research has shown that consumers eat both these snacks at home, often while watching movies. “A popular ...

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