Fox To Roll Out Animated Push For 'anastasia'
By EILEEN FITZPATRICK
Saturday, February 7 1998
Saturday, February 7 1998
Published on AllBusiness.com
20th Century Fox Home Entertainment is out to prove that Walt Disney isn't the only game in town for feature animation video product.
The studio and five cross-promotional partners have put together a marketing campaign valued by the company at more than $100 million for the video release of 'Anastasia,' set for release April 28.
Retail price is $26.98 ($29.98 for the widescreen version), with a $16.95 minimum advertised price (MAP) and a $19.95 MAP for the widescreen version.
Although several video titles have included multiple tie-ins, the value of the campaign is the largest ever for an animated video release.
In the live-action category, Universal Studios Home Video valued its campaign for 'Jurassic Park' at more than $100 million in 1993.
The 'Anastasia' campaign, which Fox says will generate more than 6 billion consumer impressions, surpasses those of 'Independence Day' and the 'Star Wars Trilogy Special Edition.'
'We've already established ourselves in the animation category, and part of the strategy behind having such a large campaign is that the marketplace requires it,' says Fox acting president Pat Wyatt, who is also president of Fox's licensing and merchandising division. 'You need a lot of muscle and weight to cut through the competition at retail.'
Consumers who purchase the title will find the box loaded with discounts and premium offers from Alamo Rent A Car, Continental Airlines, Denny's Restaurants, Ramada Inns, and Smuckers, as well as offers for a $5 rebate and a free toy from Fox.
One partner missing from the mix is Burger King, which conducted a large promotional effort for the theatrical release. But Wyatt says the fast-food chain wasn't approached to be a marketing partner for the video.
'We wanted to get fresh partners for the video,' says Wyatt, 'and the Burger King deal was done separately with the theatrical division.'
The title lands at the tail end of an onslaught of children's releases, including Lyrick Studio's 'Barney In Outer Space,' Disney's 'The Little Mermaid,' Fox's 'Journey Home: The Animals Of Farthing Wood' and 'Fern Gully 2: The Magical Rescue,' and Disney's live-action 'Flubber,' which arrives in stores April 21 priced at $22.99.
Wyatt says the timing provided 'the longest clear window at retail and leads right into the Mother's Day sales period.'
The studio is confident that 'Anastasia,' which generated more than $55.8 million at the box office, will sell more than 10 million units.
'We're very comfortable saying it will sell into the double-digit range,' says a spokesman.
Highlights of the campaign include a free toy offer that allows consumers to mail in for one of four 'Anastasia' toys.
Smuckers will promote the title through hang-tags on 3 million jars of strawberry jam. In addition, the company will create 200,000 'Anastasia'-themed plastic tumblers that will be sold in 5,000 stores across the country. Consumers who purchase the video and select Smuckers products can mail in for a low-priced 'Anastasia' watch.
A six-week TV ad campaign is scheduled from mid-April to May.
(c) BPI Communications, 1998 ALL RIGHTS RESERVED
The studio and five cross-promotional partners have put together a marketing campaign valued by the company at more than $100 million for the video release of 'Anastasia,' set for release April 28.
Retail price is $26.98 ($29.98 for the widescreen version), with a $16.95 minimum advertised price (MAP) and a $19.95 MAP for the widescreen version.
Although several video titles have included multiple tie-ins, the value of the campaign is the largest ever for an animated video release.
In the live-action category, Universal Studios Home Video valued its campaign for 'Jurassic Park' at more than $100 million in 1993.
The 'Anastasia' campaign, which Fox says will generate more than 6 billion consumer impressions, surpasses those of 'Independence Day' and the 'Star Wars Trilogy Special Edition.'
'We've already established ourselves in the animation category, and part of the strategy behind having such a large campaign is that the marketplace requires it,' says Fox acting president Pat Wyatt, who is also president of Fox's licensing and merchandising division. 'You need a lot of muscle and weight to cut through the competition at retail.'
Consumers who purchase the title will find the box loaded with discounts and premium offers from Alamo Rent A Car, Continental Airlines, Denny's Restaurants, Ramada Inns, and Smuckers, as well as offers for a $5 rebate and a free toy from Fox.
One partner missing from the mix is Burger King, which conducted a large promotional effort for the theatrical release. But Wyatt says the fast-food chain wasn't approached to be a marketing partner for the video.
'We wanted to get fresh partners for the video,' says Wyatt, 'and the Burger King deal was done separately with the theatrical division.'
The title lands at the tail end of an onslaught of children's releases, including Lyrick Studio's 'Barney In Outer Space,' Disney's 'The Little Mermaid,' Fox's 'Journey Home: The Animals Of Farthing Wood' and 'Fern Gully 2: The Magical Rescue,' and Disney's live-action 'Flubber,' which arrives in stores April 21 priced at $22.99.
Wyatt says the timing provided 'the longest clear window at retail and leads right into the Mother's Day sales period.'
The studio is confident that 'Anastasia,' which generated more than $55.8 million at the box office, will sell more than 10 million units.
'We're very comfortable saying it will sell into the double-digit range,' says a spokesman.
Highlights of the campaign include a free toy offer that allows consumers to mail in for one of four 'Anastasia' toys.
Smuckers will promote the title through hang-tags on 3 million jars of strawberry jam. In addition, the company will create 200,000 'Anastasia'-themed plastic tumblers that will be sold in 5,000 stores across the country. Consumers who purchase the video and select Smuckers products can mail in for a low-priced 'Anastasia' watch.
A six-week TV ad campaign is scheduled from mid-April to May.
(c) BPI Communications, 1998 ALL RIGHTS RESERVED