While the "Halloween" reboot is dominating at the box office, another Halloween-themed movie hit theaters this month, with a cast including Mark Hamill. But instead of coming from a major studio, it comes from King's Hawaiian.
The privately-held maker of rolls and Hawaiian-inspired barbecue sauces began thinking about new shopper marketing ideas nearly four years ago, including how to highlight some Halloween-inspired recipes. It decided to come up with a backstory, which ultimately led to making the feature film.
King's Hawaiian isn't the first food industry marketer to take its ideas to the big screen this year. "The Legend of Hallowaiian" follows this summer's theatrical release of "Uncle Drew," a movie born from a years-long Pepsi campaign starring basketball star Kyrie Irving as an older guy who can play ball. While "Uncle Drew" started as a marketing device and expanded years later into a feature-length film, "Hallowaiian" is a new idea for King's Hawaiian.
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