Turner and Capitol are trying to take two slow-selling home-video categories, music and long-form documentaries, and create a mega-seller.
To do that, they're relying on a $12 million-to-$15 million TV and radio campaign themed, "Their Music. Their Story. Their Video."
The campaign breaks during ABC's repeat of the 6-hour "Beatles Anthology," beginning Aug. 31. Ads will emphasize that the videos feature 5 hours of "previously unseen footage," said Capitol Exec VP Bruce Kirkland.
The promotion has been divided into three parts: the Sept. 5 video launch, backed by spots on network, cable and spot TV; a radio campaign in October to push the third "Beatles Anthology" CD; and a holiday TV campaign touting the video as a gift. Saatchi & Saatchi Advertising, Los Angeles, handles media.
Apple Records, which licensed the rights to Capitol, has decided to use virtually no promotion partners for the video release. "We had a number of great tie-in ideas," said one executive close to the project, "but Apple nixed them all."
The only tie-in Apple Records may allow, insiders said, is one with IBM involving a promotional site on the World Wide Web.