The UK led the way internationally with Star Trek taking $8.8 million in its opening weekend. In the US, the movie took $76.5 million, 50 per cent higher than industry projections.
CPLG has secured a comprehensive licensing and promotions programme for the movie, encompassing the existing fanbase of the franchise as well as considering a new generation of fans.
Over 27 licensees are on board, spanning across the classic and new movie programme, including Vivid Imaginations who is distributing Playmates master toy line across the UK.
“Nobody expected the Star Trek movie to out-perform to this extent. It is a very welcome surprise for retailers and ourselves and we will do our very best to accelerate toy supplies to meet public demand,” commented Paul Weston, Vivid’s UK chief executive.
“Retailers are now looking at Star Trek as a potential Top five boys property for this year with the high ticket playsets like the Starship Enterprise looking to be a major Christmas volume driver.”
Paramount Pictures has put together a multi platform marketing campaign covering TV, print, outdoor, online and in-store. Key activities include a free poster giveaway in The Mirror and CD Rom giveaways in The Telegraph and Sc-Fi Now Magazine.
A Hamleys flagship store window has been branded Start Trek and is set to run for six weeks from the movie's release.
Premiere tickets have also been given away on Play.com and through HMV, Ebay is hosting a Star Trek microsite and CPLG has also brokered a deal with Toshiba.
Commenting on the programme, Vickie O’Malley, CPLG managing director said: “We’re very proud of the programme to accompany this new era for Star Trek.
"The movie is simply fantastic and the prospects for a new franchise couldn’t be better. Along with CBS, we’re looking forward to an outstanding future for Star Trek.”