@BladeRaisor Tbh they probably made the call super late to move forward with the meal due to uncertainty. We tend to always review whether stuff is still relevant months and months later and if it will sell.
@BladeRaisor It's probably wasn't planned alongside the movie and only proposed after the movie's success. Factor in all the approval time from SONY and McDonald's, creative production and such, it's about there. 6 months is usually the earliest for collabs too.
Source: I work in marketing.