Studio, Coke in Marketing Deal

Seagram Co.’s Universal Studios and Coca-Cola Co. said Monday that they formed a marketing alliance that will involve promotional tie-ins with Universal’s music, movie and theme-park divisions.

Financial terms were not disclosed. The agreement with Coca-Cola, the world’s largest soft-drink company, includes special promotions and discounts with Universal’s music group, the world’s largest, and its Islands of Adventure theme park that will open in Florida in May.

Universal, which has been struggling with several disappointing films, gains a key promotional partner, and Coke gains exposure to teenage and young-adult consumers, especially through Universal’s music labels.

News of the partnership comes about two weeks after Universal formed a marketing alliance with DaimlerChrysler’s Dodge division. Universal is creating new avenues for promotion and marketing as it expands its entertainment business on several fronts.