Home Media Magazine - October 7-13, 2007 - (Page 14) NEWS www.homemediamagazine.com Lionsgate’s ‘Bratz’ Hits the Market in Style The live-action film is getting a boost with dolls and tween-targeted ads By Billy Gil HBO Has Free TV Sampler By Erik Gruenwedel R E TA I L With the fall television premiere season in full swing, select retailers are offering a free DVD featuring episodes from HBO series “Curb Your Enthusiasm,” “Extras” and “Flight of the Conchords.” The sampler DVD, promoted in Circuit City’s and Best Buy’s Sunday paper circular, is free with the purchase of any HBO TV DVD, including seasons of “The Wire,” “The Sopranos,” “Band of Brothers” and “Da Ali G Show.” Richmond, Va.-based Circuit City also offers an exclusive free “Entourage” T-shirt with the purchase of the second volume of the third season of HBO’s popular series on DVD. The promotions come following a second quarter (ended Aug. 31) that saw Circuit City post losses exceeding $62 million due, in part, to double-digit declines in same-store sales of DVDs and music CDs. Lionsgate is leaving no marketing plan untouched with its campaign for Bratz: The Movie, landing on DVD Nov. 27 (prebook Oct. 31) at $28.98. The multimillion-dollar campaign will consist of spots on tween-targeted TV, radio and Web sites, as well as in shopping malls. Ads in the fourth quarter on TV channels such as ABC, ABC Family, CBS, Cartoon Network, NBC, Nickelodeon and Toon Disney also will promote the Bratz Movie Stars doll line, featuring dolls based on the live-action Bratz actresses, as well as the Bratz: the Movie THQ video game. “There’s really fantastic synergy … because there’s an extensive toy line as well as other forms of merchandise that are basically derived from and support the movie,” said Michael Rathauser, VP of marketing for Lionsgate. “All of the Bratz movie dolls have a callout on the box that promotes the movie.” In-mall video and static billboards in key markets leading up to the release also aim to capture an audience of moms, as well MARKETING as their young daughters. Additionally, “a lot of activity and communication” via Bratz.com, according to Rathauser, as well as other movie-related merchandise such as Bratz jewelry, accessories, make-up, apparel and CDs round out what should be among Lionsgate’s healthiest marketing campaigns yet. Rathauser also said the live-action DVD, which includes more than 50 minutes of bonus features including 12 threeto-five-minute featurettes, should help promote Lionsgate’s other Bratz-related DVDs, which Lionsgate announced in November 2006. “From an animated DVD standpoint, we will have released three Bratz-branded DVDs that will have been trailering the Bratz live-action movie,” Rathauser said. “And this movie will serve as a platform to promote the animated movies.” Bratz: Super Babies streets on DVD Oct. 9. Bratz Interactive: Glitz N’ Glamour, Bratz Interactive: Livin’ It Up, Bratz: Kidz Sleep-Over Adventure and Bratz: Fashion Pixiez are available now from Lionsgate. All DVDs are $19.98 each. MERCHANDISING Retailers Ride ‘Surfer’ Best Buy Fantastic Four: Rise of the Silver Surfer Fox; SRP $29.99, $34.98 Target $16.99 $22.99 two-DVD set w/Silver Surfer comic Wal-Mart $19.96 w/illustrated guide book $23.96 two-DVD set Circuit City $13.99 $22.99 two-DVD set w/bonus disc Amazon.com $14.99 $22.99 two-DVD set $14.99 $22.99 two-DVD set w/$10 off Surfer statue The Jungle Book: Platinum Edition Disney; SRP $29.99 $14.99 w/free plush and $5 off tin bank $16.99 w/$5 gift card $19.96 w/music CD $13.99 w/Little Golden Book $14.99 1408 Genius/Weinstein SRP $29.95, $32.95 $16.99 $22.99 two-DVD set $19.99 $22.99 two-DVD set $19.96 w/Derailed $22.96 two-DVD set $17.99 $22.99 two-DVD set w/T-shirt $23.99 $26.39 two-DVD set Entourage: Season 3, Part 2 HBO; SRP $39.98 $24.99 $24.99 w/bonus disc $29.96 $22.99 w/T-shirt $24.99 By John Latchem ollowing a week dominated by the mega-hyped video game Halo 3, the week of Oct. 2 saw retailers returning their focus to the bread and butter of home entertainment: DVD. Comic book movies offer obvious avenues for tie-in products, and the latest “Fantastic Four” adventure is no exception. But consumers were hard pressed not to find some exclusive offer associated with most of the major new releases last week, no matter where they shopped. If stores weren’t offering toys or T-shirts, there were discounts off tie-in catalog DVDs, and even discounts off pre-orders of movies still months away from hitting shelves. HBO’s new “Entourage” DVD provided the perfect opportunity for the studio to put out a sampler DVD of its other comedy shows. And Best Buy is running an exclusive “Entourage” sweepstakes (details are at entourageducatisweepstakes.com), with prizes including a $15,000 Ducati motorcycle and an HBO DVD collection. F 14 Home Media Magazine October 7–13, 2007 http://www.homemediamagazine.com http://Amazon.com
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