News Column

Carl's Jr. and Hardee's to Team up with 20th Century Fox on X-Men: Days of Future Past in 2014

July 19, 2013

YellowBrix

Partnership kicks off at 2013 San Diego Comic-Con where the Carl's Jr. food truck will serve all hungry mutants

CARPINTERIA, Calif.--(BUSINESS WIRE)-- CKE Restaurants Holdings, Inc., parent company of Carl's Jr.(R) and Hardee's(R) restaurants, and 20th Century Fox today announced a promotional partnership for the theatrical release of X-Men: Days of Future Past, in theaters May 23, 2014. The upcoming promotion includes advertising, in-restaurant merchandising, collectors' cups and a new film-themed burger.

In this photo released by Carl's Jr., Comic-Con fans in X-Men gear stop for food at the Carl's Jr. Star Diner on Friday, July 19, 2013, in San Diego, Calif. Carl's Jr. and Hardee's announced a partnership with 20th Century Fox on the release of the next X-Men movie: X-Men: Days of Future Past, coming to theaters May 2014. Comic-Con is the largest convention of its kind in the world, gathering fans of comic books, science fiction, fantasy, film and television.

"Our 'young, hungry guy' customers love big super hero films almost as much as they love our big, delicious burgers," said Brad Haley, chief marketing officer of Carl's Jr. and Hardee's. "And, super hero films don't get any bigger than next year's X-Men: Days of Future Past with many of the cast of the original X-Men films joining with the cast of X-Men: First Class. Carl's Jr. and Hardee's will reveal more details about the partnership, as well as the secret identity of our X-Men-themed burger, in the coming months. But, right now we're here at Comic-Con's Interactive Zone to kick-off our partnership with 20th Century Fox by feeding any and all hungry mutants from our Carl's Jr. 'Star Diner' food truck."

On Saturday, July 20 from 6-8 p.m., Comic-Con attendees dressed as their favorite X-Men character can visit the Carl's Jr. and Hardee's Star Diner at Comic-Con's Interactive Zone to grab a burger or combo, limited-edition Comic-Con tote bag and a personalized, professional photo. Fans who've left their X-Men gear at home can receive a complimentary mutant makeover from real Hollywood makeup artists at the Star Diner.

"We couldn't be more excited to partner with Carl's Jr. and Hardee's for our biggest X-Men movie yet, X-Men: Days of Future Past," said Zachary Eller, senior vice president, marketing partnerships & promotions at 20th Century Fox. "Their fun and irreverent advertising campaigns are a great fit with our film and we couldn't be more thrilled to join together to feed mutants everywhere!"

All Comic-Con attendees can purchase food at the Star Diner from 9 a.m.-9 p.m. Thursday, Friday and Saturday, and Sunday from 9 a.m.-7 p.m.

Catch the latest X-Men: Days of Future Past partnership details in the coming months on Carl's Jr.'s and Hardee's' Facebook pages (www.facebook.com/carlsjr and www.facebook.com/hardees) and Twitter feeds (www.twitter.com/carlsjr and www.twitter.com/hardees).

About CKE Restaurants Holdings, Inc.

CKE Restaurants Holdings, Inc. is a privately held company headquartered in Carpinteria, Calif. As of the end of the first quarter of fiscal 2014, the company, through its subsidiaries, had a total of 3,347 franchised or company-operated restaurants in 42 states and 28 foreign countries and U.S. territories worldwide, including 1,391 Carl's Jr.(R) restaurants and 1,951 Hardee's(R) restaurants. For more information about CKE Restaurants Holdings, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.

About Twentieth Century Fox

One of the world's largest producers and distributors of motion pictures, 20th Century Fox produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions and Twentieth Century Fox Animation.

About X-Men: Days of Future Past

The ultimate X-Men ensemble fights a war for the survival of the species across two time periods in X-Men: Days of Future Past. The beloved characters from the original X-Men film trilogy join forces with their younger selves from X-Men: First Class, in an epic battle that must change the past - to save our future. X-Men: Days of Future Past opens in theaters everywhere on May 23, 2014. For more information about X-Men: Days of Future Past, please visit www.X-MenMovies.com, #XMen, & #DOFP.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130719005802/en/

for CKE Restaurants Holdings, Inc. Kathleen Bush, 310-854-8239 kbush@webershandwick.com

Source: CKE Restaurants Holdings, Inc.

A service of YellowBrix, Inc.


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