Dreamworks is planning its biggest promotional campaign ever for the computer-animated Shrek, which features Austin Powers creator Mike Myers voicing the eponymous hero, an ogre whose life is constantly being interrupted by a parade of cloyingly obnoxious fairy tale creatures.  As is nearly always the case in modern movie promotions, Dreamworks is teaming up with corporate 'partners' Burger King, Baskin-Robbins, and Heinz, all of whom will provide television exposure for the computer-generated ogre in their commercials.  Sure to gain some attention will be the Heinz spots that feature their new green ketchup -- the perfect product for an ornery ogre to push.  Shrek, which debuts early in the summer movie season on May 18^th, has a chance to be the first big animated film of the year (see 'The Swami Looks at Movies'), if it can live up to the considerable hype it will receive in the nearly ubiquitous television promotions from Burger King, Baskin-Robbins, and Heinz.

Let's hope that Dreamworks exec Jeffrey Katzenberg uses Shrek to dump on his ex-employer and nemesis, Disney, much like classic cartoon director Tex Avery did in his 'Screwball Squirrel' cartoons in which the demented rodent delighted in dispatching cuddly, baby-talking Disneyesque animals with all manner of clubs and cudgels.   For more movie merchandising opportunities in 2001, see 'Best in Shows.'