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June 6, 2013 by · Leave a Comment 

Even before Man of Steel has earned a single dollar at the box office, it has already earn about $170 million from 98 promotional partners worldwide — and the number is rising, the Hollywood Reporter reported today, citing unnamed sources. The figure would appear to set a record, exceeding the $150 million in third-party promos garnered by The Dark Knight Rises last year. The trade publication indicated that Man of Steel is an easier sell than Dark Knight because Superman is seen as all-American and heroic — unlike Batman’s dark figure in the Dark Knight. Companies signing on include various toy manufacturers to Hallmark cards to Carls Jr. to Walmart and Sears to the U.S. Army National Guard. Meanwhile, reported on Wednesday that Man of Steel, which doesn’t open until June 14, is already selling more tickets on Fandango than films that are opening on Friday