From greenhorn to evergreen – Shrek’s theatrical promo climb

arketers who passed on DreamWorks' Shrek pitch may have been feeling a little green in the spring and summer of 2001 following the film's release. Their post-pass nausea may not rank up there with the E.T./M&M fiasco - in which the candy company declined to participate in the 1982 film, essentially handing relative newcomer Reese's Pieces a big sales boon on a silver platter - but they must have felt more than a twinge of regret after Shrek scaled box office/video sales heights to become DreamWorks' top-grossing film to date.
By
October 1, 2002

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