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 on October 19, 1987, at ILM while Bob Hoskins was there for the Toontown blue screen shoot.