New Line's biggest marketing push behind a home video release includes a $10 million ad campaign, consumer promotions with Hormel Foods and TCBY, an in-school literacy program supported by IBM Corp. and Scholastic Inc., and packaging that positions the video as a collectible.
Despite decent reviews, New Line's live-action "Pinocchio" pulled in a disappointing $10 million in its first 24 days, after going up against competitors from "Independence Day" to the Olympics.
"We felt the movie had the potential to do $30 million to $40 million," said Cathy Scott, New Line Home Video's VP-publicity and promotions. "But based on the models our sales people drew up, we're confident that the movie has all the ingredients to do fabulous business on home video."
The video hits Nov. 5. New Line's $10 million ad campaign, created in-house, launches Nov. 1 with radio in the top 25 markets. It will also include ads in magazines and TV, and will run through the end of the year.
Hormel will offer a $5 rebate with proofs-of-purchase of the video and five qualifying Hormel products. The offer will be promoted in a free-standing insert.
TCBY will sell a "Pinocchio" cake and will include a $2 coupon with the video.
Another in-video coupon offers a $5 rebate from IBM with the purchase of the software marketer's "The Adventures of Pinocchio Movie Game" CD-ROM.
New Line's "Pinocchio" literacy program, developed in conjunction with IBM and Scholastic, will distribute some 30,000 activity packets to schools nationwide in October. A sweepstakes offers IBM Aptiva home computers as its grand prizes. IBM and Scholastic will promote the tie-ins on their World Wide Web sites.
"Pinocchio" will get its own Web site (http://www.pinocchio.com); its marketing push also includes an extended pay-per-view window, in-store promotional materials and a merchandising effort.