McDonald’s commercial (1988)

The Walt Disney Company had spent about $45 million to make Who framed Roger Rabbit and another $10 million on promotion.  The film’s popularity grew with the ‘buzz’ of positive reviews and word-of-mouth.  To ensure that it found an audience, Disney undertook an aggressive marketing cross-promotion with both Coca-Cola and McDonald’s.  …

Diet Coke commercial

To ensure that ‘Who framed Roger Rabbit‘ found an audience, Disney undertook marketing cross-promotions with Coca-Cola and McDonald’s.  Disney shared the $500,000 in television commercial production costs.  The marketing value of the Diet Coke campaign was estimated to be $10 million. The live-action for the Diet Coke commercial was filmed …

Roger Rabbit Sequel/CGI Test

  The tremendous difficulty of the special effects was on everybody’s mind whenever a sequel was discussed.  By the early 1990s, computer-generated special effect imagery was becoming commonplace in Hollywood films.  Michael Eisner ordered a test of CGI effects for a potential Roger Rabbit sequel.  A CGI test was conducted …