LeBron James’s ‘Space Jam’ Spurs Stampede of 200 Product Tie-Ins

Giant posters for the new film “Space Jam: A New Legacy” provided the backdrop for the iconic ’80s hip-hop group Salt-N-Pepa as they blasted out their old hit “Push It” at the edge of downtown Los Angeles. So did a dozen visual reminders that the cost of this week’s premiere party for the Warner Bros. picture was at least partly covered by Xbox.

Microsoft Corp.’s video-game division is one of more than 200 partners that studio has enlisted in a blockbuster marketing blitz for the film, which opens Friday in the U.S. While the new “Space Jam” will probably generate only modest sales at the box office, it’s already a major commercial achievement off screen.