Tie-in​A tie-in is an authorized product based on a media property a company is releasing, such as a movie or video/DVD, video game, television program/television series, board game, web site, role-playing game or literary property. Tie-ins are a form of cross-promotion used primarily to generate additional income from that property and promote its visibility. (Source: Jisho.org https://jisho.org/word/タイアップ)


Special effects movies cost a lot of money. Therefore, Toho Tokusatsu has tied up with other companies, and the advertising and sales departments have developed a “tie-up strategy” in which they buy advance tickets instead of displaying the products on the screen.


In the first work “Godzilla” in 1953, Capton’s motorcycle was tied up, Ogata played by Akira Takarada rode a sidecar type inside, and a poster of Capton was posted in the office of Nankai Salvage. In addition, with the pattern used in the advertisement, we cooperated with the neon tower of Morinaga Milk Caramel in Ginza.


Datsun and Morinaga milk caramel neon light up in the miniature of the burning city in “Rodan,” and as shown in the photo, it is tied up with the billboard of Bally’s on the side of Korakuen. There is also Also, “Matango” was tied up with Bireley’s.

Bireley’s is a brand of non-carbonated, fruit-flavored soft drinks originally produced by the Frank W. Bireley Company, established in California in 1923 by Frank W. Bireley. The brand grew rapidly, becoming known throughout the United States, and was acquired by General Foods in 1943. (Source: Wikipedia)


When watching Toho special effects, why don’t you pay attention to advertisements? It may be a tie-up advertisement. (KinGoji in the photo)

Encyclopedia of Godzilla, Gakken, p 136