McDonald's Breaks With Walt Disney, Goes With DreamWorks »

Breaking its long-standing marketing entertainment partner Walt Disney Co., McDonald's Corp. has struck a non-exclusive two-year worldwide marketing and promotional deal with rival DreamWorks SKG. Marketing executives say the deal could be worth some $100 million in paid media support for the studio. This is a major marketing shift for the fast food restaurant's entertainment marketing efforts, say executives. It ends a 10-year exclusive deal with Walt Disney Co., which will expire at the end of 2006. The DreamWorks deal starts in 2007.