Dvd Driving Sales Of Movie Merchandise

Momentum is becoming a key concept in the world of DVD licensing deals.

As evidenced at the Licensing International 2003 expo, which took place June 10-12 at the Javits Convention Center here, it is becoming more critical to keep a film's licensed merchandise selling briskly from its theatrical debut through to its release on home video.

Shorter theatrical runs and smaller release windows for DVDs are giving new importance to promoting home videos and offering a wealth of film-oriented merchandise.

Marvel Enterprises, for example, is giving each of its studio partners a one-year deal so that they can maximize their investments from the films' theatrical debut through to the home video releases, says Russ Brown, promotions and media sales executive VP for the company's consumer products division.

All of the home video release promotions Marvel is involved with this year—such as Daredevil and X-Men 2 with Fox and The Hulk with Universal Studios—include programs with its toy and action figure licensee, Toy Biz. The company also has advance plans with Sony Pictures Consumer Products for Spider-Man 2, due July 2, 2004; with New Line Cinema for Blade 3 (2004); and with Artisan Pictures for The Punisher (2004).

Universal Studios is readily embracing licensing deals such as these.

"The DVD release is our second bite of the apple, and we're already strategizing new licensed product that will be in stores from this month into the [fourth quarter]," says Tim Rothwell, Universal Studios Consumer Products Group merchandising and marketing group senior VP. "We're adding major promotion and marketing dollars for the DVD window to maximize our consumer products' return."

For 2 Fast 2 Furious, 25 licensees will complement its DVD release in fourth-quarter 2003. They range from a $2,500 set of wheel covers from American Racing to a die-cast and remote-control series from Racing Champions.

Viacom Consumer Products continues to maximize interactive games as a vital part of its Paramount Pictures licensing programs. The widely anticipated July sequel Lara Croft Tomb Raider: The Cradle of Life saw Eidos ship its Lara Croft Angel of Darkness games June 16. Eidos also previewed a trio of next-generation console videogames for the holiday DVD release of The Italian Job, which is currently in theaters.

Likewise, DreamWorks Consumer Products head Anne Globe says that videogames have become the largest licensing category for the company.

DreamWorks plans on working with Atari to create a major program for the DVD release of Sinbad: Legend of the Seven Seas, which hits movie screens July 2. She notes, "Atari games will give a bigger lift to the DVD release."

Trish Halamandaris, MGM's new-consumer products and interactive worldwide marketing VP, says that the just-released Die Another Day DVD is the best-selling title in the James Bond series, backed by Electronic Arts' (EA) multi-platform next-generation videogames.

"For the ultimate Bond Collection of 20 titles that will retail for about $500 this holiday period, we're working with home entertainment and EA on exclusive in-store programs for various retailers in all channels," she says.

In addition to the Spider-Man 2 project with Marvel, Sony Pictures Consumer Products has licensing programs in the works for Charlie's Angels: Full Throttle (in theaters June 27) and for Underworld (arriving Sept. 19) with Screen Gems.

"The Ubi Soft cross-platform games are coming out with the Angels film, and we're already talking with Columbia TriStar on account-specific DVD promotions this fall," Sony Pictures Consumer Products marketing senior VP Michael Malone says.

For Halloween, Spencer Gifts is carrying Underworld-oriented costumes in its stores. An enhanced CD sampler is in the works, as well as videogames through 5000 Feet/Lucky Chicken for the spring home video debut.

Disney plans to launch its biggest DVD promotion for the Oct. 7 release of the two-disc, platinum edition The Lion King. A wide-reaching licensing campaign is also slated for the DVD release of Disney/Pixar's Finding Nemo.

Also, New Line is creating a massive licensing and promotional campaign for The Lord of the Rings: The Two Towers' Aug. 26 home video release, the special-edition DVD on Nov. 11, and the Dec. 17 theatrical release of The Lord of the Rings: The Return of the King.