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Taco Bell for Batman

Published on .

Warner Bros. on Tuesday announced it has signed Taco Bell to replace McDonald's Corp. as its fast-food promotional partner for next summer's "Batman and Robin" movie. McDonald's surrendered its claim to the "Batman" movie franchise when it finalized its 10-year exclusive promotional alliance with the Walt Disney Co. last month.

Taco Bell served as promotional partner on the first "Batman" movie in 1989 and spent between $10 million and $15 million in media support. With promises from Warner Bros. that its subsequent Batflicks would have a lighter tone to them, McDonald's came on board, supporting the second and third films with about $20 million each. Burger King took itself out of the running for "Batman" by replacing McDonald's on next summer's "Jurassic Park" sequel from Universal Pictures.

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