Tie-ups

タイアップ
Tie-ups

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)

特撮映画はお金がやたらとかかる。そこで東宝特撮は、他の企業とタイアップして、商品を画面の中に出すかわりに前売券を買ってもらう”タイアップ作戦”を宣伝部や営業部が展開した。

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.

第一作昭和28年の『ゴジラ』では、キャプトンのオートバイとタイアップ、宝田明演じる尾形も中でサイドカー・タイプに乗り、南海サルベージの事務所にキャプトンのポスターが貼られていた。また、広告に使う絵柄で、銀座の森永ミルクキャラメルのネオン塔とタイアップして宣伝に協力してもらった。

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.

『空の大怪獣ラドン』で燃える街のミニチュアの中にダットサンや森永ミルクキャラメルのネオンが点灯したり、写真のように後楽園の側のバリースの広告塔とセットに組み込んでタイアップしているものもある。また、「マタンゴ」でもバヤリースとはタイアップしていた。

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)

東宝特撮を見る時は、広告にも注意してみたらどうだろう。タイアップしている広告かもしれない。(写真はキンゴジ)

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