(April 23, 2001) -- Universal Studios Home Video will put together $50 million in marketing support for the DVD and home video release of Dr. Seuss' How the Grinch Stole Christmas,
its largest ever marketing campaign for a release. Consumer marketing partners, including H.J. Heinz, Hershey Co., and Wendy's, will pay a collective $20 million in media for their association with the release, scheduled for Nov. 20. Craig Kornblau, president of Universal Studios Home Video, said it will be the biggest marketing effort yet for the company. The Grinch
posted more than $200 million in U.S. box office receipts, making it the top-earning theatrical movie of 2000. -- Wayne Friedman
Copyright April 2001, Crain Communications Inc.