Different words, same thing. I'm sure cussons collaberated with bubbles, tidal and flume. I'm sure fanta collaberated with thorpe park for fright nights again this year.At the end of the day, it promotes the brand, it gains it publicity which brings people out to go and watch the films, and therefore spending money. And whats better than having the ride NAMED after the brand, rather than having it related like.. AIR with minature heroes or such stuff. It's sponsorship.