Burger King and Fox Film were together promoting the Simpsons Movie. Burger King already had a great media: the King's paper crowns. Since the movie's characters head's are universally known, everybody believed it would be fun to reproduce them.

As soon as the crowns arrived at the stores, they became an immediate hit. Consumers and non consumers were asking for them; at the shopping centres where BK and cinemas were present, the movie had a 60% increase in ticket sales.