BURBANK, Calif. -- Scheduled for release to sell-through Oct. 21, "Batman & Robin" from Warner Home Video here will be supported by a massive marketing campaign involving seven cross-promotional partners, as well as tie-ins with Warner Bros. Music and other Warner Home Video titles.
a free "Batman & Robin" poster offered by mail to consumers who buy the video and three 2-liter bottles of either Hawaiian Punch or Sunny Delight Drinks. This will be promoted with life-size standees at 10,000 locations.
Duracell Batteries, which will offer a $5 mail-in rebate with the purchase of the video and batteries. Duracell will spend $2 million on national television ads, two national FSIs and a point-of-purchase program.
Fuji Film, also with a $5 mail-in rebate on the video and selected film products. Fuji will offer a free "Batman & Robin" action figure at retail locations from Nov. 15, 1997 to Jan. 30, 1998.
Act II Microwave Popcorn, with a mail-in offer for a free Batman watch with the purchase of Act II popcorn.
Kenner Toys, which will promote a $2 in-pack instant savings coupon for a toy Bathammer with $2 million in national television.
Apple Computer, which will promote the title with an interactive consumer demonstration at 3,000 retail locations and with a sweepstakes for an Apple computer system on the "Batman & Robin" video web site.
Warner Bros. Music, with a $5 mail-in rebate offer inside each video good on the "Batman & Robin" soundtrack.
Warner Home Video, which will offer instant savings coupons good on other Warner videos. A $2 coupon will be good on eight Warner Bros. Family Entertainment titles: "Wild America," "Space Jam," "Shiloh," "Cats Don't Dance," "Swan Princess III," "Free Willy 3," "Pippi Longstocking" and "Batman & Mr. Freeze: Subzero." A $3 coupon will be good an three other Warner titles: "Michael," "Mars Attacks!" and "My Fellow Americans."
In addition, select products will trigger a Catalina coupon for $2 off the purchase of "Batman & Robin."
The title, retailing for a suggested $22.97, also will be backed by the "broadest and most substantial advertising campaign in Warner Home Video history," according to an official. Pre- and post-street date ads will include network and cable television and print, and will generate almost 2 billion impressions.
" 'Batman & Robin' is one of 1997's top movie events," said Tom Lesinski, senior vice president of marketing at Warner Home Video. "The release of this title includes one of the most comprehensive groups of promotional partners in video history."
Meanwhile, Warner Home Video has repriced 10 titles to $9.94 as part of the Warner Bros. Hits brand, bringing the total of videos in the under $10 collection to 72. The 10 new titles are "Ace Ventura: When Nature Calls," "Singles," "The Enforcer," "South Central," "Twin Peaks: The Premiere Extended Home Video Version," "Caddyshack II," "Police Academy," "Crossing Delancey," "Nuts" and "A Cry in the Dark."
