LINCOLN, Neb. -- B&R Stores here recently promoted the video release of "The Lord of the Rings: The Fellowship of the Ring" with magical fanfare in one of its Russ's Market units, also here. The in-store event included a costume contest, a trivia contest, bingo games and celebratory snacks from the bakery department.
The film's release garnered much attention from the retailer because "it did big box-office numbers and we were up against big competition in selling [the release]," said Bob Gettner, video buyer/coordinator. Other merchants in the area gave away freebies like phone cards to promote the movie, he added.
At the Russ's Market location, customers earned their prizes through a variety of events. For one, the store held a costume contest for shoppers to dress up like characters from the movie, and the winner of the best costume received a free "Lord of the Rings" DVD, said David Torske, store video manager.
Then the store conducted a trivia contest about the movie, and the consumer with the most accurate answers won free movie-rental coupons, he added. Customers also got a chance to win free VHS copies of Buena Vista's "Snow Dogs," "Kate and Leopold" and "Max Keeble's Big Move" by playing a game of bingo in the store.
In addition, the retailer built a 6-foot-square "Lord of the Rings"-inspired hut as a play area for young shoppers. The store served cookies and cupcakes and gave away posters of several new-release titles during the promotion, Torske said.
The retailer plans to hold a similar promotion when the second installment of the "Lord of the Rings" franchise, "The Two Towers," streets next year, explained Torske.
