It's the afternoon of July 2 and Matt Rand, an ACD at TracyLocke/Dallas, is in Burbank, Calif., helping out the staff at a 7-Eleven. "The lines are around the block," he says excitedly. "They've sold out of some things three and four times over already, and they're doing business that's 300% to 400% above normal. We're just trying to help the owner." The store is one of 11 7-Elevens in the U.S. that were turned, on July 1, into their Simpsons
TV equivalent, the Kwik-E-Mart, in an elaborate and unusually ambitious cross-promotion with 20th Century Fox to hype the July 27 opening of The Simpsons Movie
. And it seems that 7-Eleven, which has been metaphorically dumped on for ages by its fictional Kwik-E-Mart counterpart, may have, Forrest Gump-like, made lemonade with lemons, easily boosting its cool factor 300% to 400% above normal at the freshly animated stores.