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  • Additional Information
    • Subject Terms:
      UNITED States
    • Subject Terms:
      PEPSICO Inc. 001287762 PEP
    • Subject Terms:
      DARK Knight Rises, The (Film)
    • Abstract:
      The author discusses the developments in the beverage industry, particularly in the U.S. He claims that the summer season in the month of July allows beverage firms to partner with films being shown in movie theaters during the season. He cites as example the partnership by Mountain Dew with the third installment of film director Christopher Nolan's Batman trilogy, "The Dark Knight Rises."