Have you tried the new “Berserker” burger at Red Robin Gourmet Burgers, Inc. (NASDAQ:RRGB)? I have, and as an investor, I find it to be a spicy and delicious triumph of The Walt Disney Company (NYSE:DIS) licensing.
You wouldn’t know it from the press release announcing the meal, which also describes a handful of cross-promotions between Red Robin and News Corp (NASDAQ:NWS)‘s 21st Century Fox to boost interest in The Wolverine, based on the Marvel Comics superhero mutant of the same name. Fox is producing and distributing the film, which opens July 26 in U.S. theaters.
“The collaboration allows movie fans of all ages to experience the world of The Wolverine in a unique way, remixing the classic American passion for superheroes with epic offers that take ‘Dinner and a Movie’ to a whole new level,” the companies said.
Additional meals include a spin on Red’s Tavern Double burger — “Kuzuri style,” it’s called — which adds ginger, garlic, and cilantro for a more Asian flavor. Red Robin Gourmet Burgers, Inc. (NASDAQ:RRGB) is also offering $3 off for those who see the movie on opening weekend and bring their stub in between July 29 and Aug. 1.
For Fox, every little connection to something tasty helps. The Wolverine follows 2009’s X-Men Origins: Wolverine and stars Hugh Jackman in the title role. Last time, his performance overcame a weak script to bring in $373 million in gross receipts.
He might not be so lucky this time. Google Inc (NASDAQ:GOOG)‘s trend chart shows The Wolverine failing to crack the top 20 of movie searches. (Disney’s second billion-dollar blockbuster, Iron Man 3, is still tops as of this writing.)