Kiddie video marketer Golden Books Family Entertainment is taking a page from rough-and-tumble action-adventure flicks in a new TV and in-theater pitch for its holiday home videos.
The parody ad uses legendary movie-trailer voice-over talent Don LaFontaine -- best known for his work on Bruce Willis and Arnold Schwarzenegger movies -- to push Golden's release of "Rudolph the Red-nosed Reindeer," "Frosty the Snowman," "Santa Claus Is Coming to Town," "The Little Drummer Boy" and "A Poky Little Puppy."
Some 1,000 theaters will run the trailer before Warner Bros.' "Pokemon: The First Movie" and Columbia Tristar Motion Pictures' "The Adventures of Elmo in Grouchland," starting Nov. 4.
"The 2 to 11 [age group] needs to be challenged; you need to get them excited," said Alex Drosin, exec VP-general manager of Golden Books. "We took someone who is identified with Bruce Willis and Arnold Schwarzenegger and turned it around by promoting non-violent programming."
In the 25-second trailer, created by Grey Entertainment, New York, Mr. LaFontaine's words are interspersed with animated pictures from the videos.
This spoof trailer starts with a faux Motion Picture Association of America rating frame -- naturally a "G" rating.
Over a cold, animated winter scene, Mr. LaFontaine begins seriously: "In a cold, hard world, adventure has a name" (cut to a picture of Poky the puppy) . . . a face (Frosty the Snowman is seen) . . . a mission (Santa Claus says, 'I'll find a home for all the wee toys') . . . and a big red nose (Rudolph is revealed)."
AIMING AT KIDDIES
The movie trailer was done much shorter than the normal two to four-minute length to accommodate the short attention spans of children in the theater, said Gary Logue, president of the agency.
This is Golden's first use of movie trailers; it normally depends on on-air TV exposure to help market its videos, aired as TV specials.
CBS, Fox Family Network and the Disney Channel are Golden's TV partners for the films this year.
Golden also is teaming with M&M/Mars for an on-pack promotion offering a coupon