When Paw Patrol: The Movie hits theaters and the Paramount+ streaming service today, it will kick off one of ViacomCBS’s most ambitious efforts to take on Disney in the streaming wars. The release of the feature film based on the animated children’s series about a group of rescue dogs who protect their community, will be backed by an “eight figure” marketing blitz, with 1,800 TV ads across channels like Nickelodeon. It involves partnerships with almost 200 companies — from Kellogg’s cereal to Best Western hotels — on tie-ins for toys and other products, many of which will come with a free trial of Paramount+.
