Promotions for the DVD release occurred across the United States. The Empire State Building was illuminated yellow, the first time the building had ever been used as part of a film promotion. In the United Kingdom, Fox launched a £5 million advertising campaign. They also signed a £1.6 million deal with the yogurt company Yoplait, to produce a "The Simpsons Movie" design for their brand Frubes. In its first week it topped the U.S. DVD chart, and generated $11.8 million in rental revenue.