The Oscar-winning 1964 film is being re-released Sept. 21 after a $700,000 high-tech restoration. The video hits stores soon after, on Oct. 19.
In addition to more-traditional media, CBS Video and promotional partner 800-Flowers will support the theatrical and video release of "My Fair Lady" with online marketing.
CBS Video will promote the film and hawk the video through the "CBS Store," part of parent CBS' online venue on Prodigy.
CBS and 800-Flowers will tout a "My Fair Lady Bouquet" promotion on Prodigy. The special floral arrangement also will be plugged on the plethora of interactive services 800-Flowers is currently involved with, including CompuServe and Bloomberg Financial Network. 800-Flowers also is planning another interactive promotion when the video hits stores in October.
"`My Fair Lady' is clearly coming into its own in the '90s. It's better than the original, and it's on the interactive superhighway," said Ken Ross, VP-general manager of CBS Video. He noted, however, that all the details of the cross-promotion have yet to be finalized. Still under discussion: whether the CBS and 800-Flowers interactive promotions will include ticket giveaways and rebates for the video.
The restoration of "My Fair Lady" began about nine months ago. The project was overseen by Mr. Ross, who said the original print had deteriorated after years of being bounced back and forth between CBS Video, owner of the rights to the film, and licensees like Warner Bros.
The film will be distributed by Twentieth Century Fox and will open in New York after showing at several film festivals. Fox Video will handle the video distribution.