If those 27 million boxes of "Snow White & the Seven Dwarfs" had voices, that could very well be the tune they're singing. Walt Disney Home Video officially allowed some 110,000 retailers to begin selling the animated classic on Oct. 25, and anecdotal evidence suggests it will become the best selling video of all time.
The reigning king of the video mountain is Disney's "Aladdin," which sold 24 million copies.
"Snow White's" arrival will mark the beginning of a war with MCA/Universal Home Video's "Jurassic Park," officially on sale since Oct. 4. Retail orders for Steven Spielberg's hit dinoflick exceeded 20 million; about 60% of that inventory has reportedly been sold.
Both Disney and MCA/Universal are boasting big brand promotional partners. Mattel Co. and Pillsbury Co. have tied in with "Snow White," while General Foods USA's Jell-O and McDonald's Corp. have aligned with "Jurassic Park."
Copies of "Snow White" include limited-time-only coupons, offering discounts on select Disney video titles and rebates. Pillsbury is plugging its involvement with a TV spot from Leo Burnett USA, Chicago, that will run for three weeks.
"It's a very intense promotion; there are so many orders for the video that we anticipate they'll all be sold out in the first three weeks," said Greg Lincoln, Pillsbury's director of brand communications.
Mattel has expanded its line of Snow White dolls, introduced when the 1937 film was re-released in theaters last year. In-store advertising referring to the video is being considered.
Kate Fitzgerald and Julie Liesse contributed to this story.