Low-Tech Marketing Hypes High-Tech Movie

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LOS ANGELES ( -- Paramount Pictures' latest promotion gives new meaning to the phrase "May I have the envelope, please?"

The nation's largest direct-mail provider, Cox Target Media's Valpak, has inked a major promotion for Paramount's Star Trek: Nemesis, which includes a large Star Trek graphic on the outside of its familiar blue envelopes.

Valpak has promoted movies before, but not ones aimed at adults. Earlier deals include 20th Century Fox's Dr. Dolittle 2 and Ice Age and Warner Bros.' Scooby Doo. The Star Trek direct-mail campaign started last week; the movie makes its debut Dec. 13.

45 million households
Valpak's main marketing tool, its blue envelopes that are sent monthly to a base of 45 million households, typically contains discount coupons for a number of basic consumer products and services such as dry cleaners, garden supplies, supermarkets and mortgage companies. But it is only recently that entertainment marketers have looked to the somewhat unglamorous marketing tool.

"It's cool," said Lisa DeMarzio, senior vice president of worldwide marketing partnerships for Viacom's Paramount. "Everyone is looking for

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different ways to reach people. Their reach is incredible. Paramount chose to use the power of Valpak, which has tremendous scope and recognition with movie-going audiences."

"This is really about a lifestyle," said Paul Gordon, executive vice president of Cox Target Media. "Our audience goes to movies. All those movies we've done [deals with] have had a significant box-office story."

Trip to Las Vegas
As part of the promotion, about 10 million households will have a chance to win trips to the "Star Trek Experience" at the Las Vegas Hilton, as well as tickets to the movie. Valpak will also support the effort with TV advertising in 13 midsize to large markets. The TV media plan will target a mostly young and male demographic.

Paramount has other deals in the works with Valpak. Ms. DeMarzio sees Valpak as an excellent tool not only for its signage on its envelopes but because it has an 85% "open" rate by consumers.

In addition to Valpak, Paramount has done a number of other promotion deals for Star Trek, including efforts with Activision, Network Associates' McAfee software, Safeway Stores and fast-food chain Del Taco.

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