Studios are seeking ways to be more creative and effective with supermarket chains in obtaining placement for their cross-merchandising projects. An obvious way to entice supermarket cooperation is through "at-home" meal preparation.
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Based on the Turner Broadcast Systems franchise "Dinner and a Movie," in which Chef Claude Mann prepares recipes, Warner has created a home-video series that includes catalog titles -- "Beetlejuice," "Blazing Saddles," "Grumpy Old Men" and "National Lampoon's Vacation" -- with special introductions, a recipe card in each box and in-store merchandisers.
The video introductions feature Mann telling viewers that he is the chef providing recipes on the TBS "Dinner and a Movie" TV show and advises consumers to detach the in-pack recipe card, pause the VCR, run down to the supermarket to get the ingredients, and come back to watch the movie and the preparation of the recipe on the video following the film. TBS is supporting the video concept with on-air 30-second spots. In addition, TBS and Warner each will run three print ads. Kraft Foods Shake 'N Bake is a national partner and will offer a $3 mail-in rebate.
Buena Vista Home Entertainment, Burbank, Calif., is re-releasing Sept. 15 the Disney classic "The Lady and the Tramp," unavailable on video since its first and only release in 1986. The tie-in is with Ragu, which is offering a $5 mail-in rebate with the purchase of the video, plus select Ragu products. The Ragu tie-in also puts the emphasis on meal solutions and recipes.
"We've been making joint sales calls since March, with one of our messages being to get the video and the Ragu products displayed together," said Max Goldberg, vice president of promotions for Buena Vista. Buena Vista is backing the marketing campaign with national TV and print advertising aimed at the core audience -- women between the ages of 25 and 54 with children.
Available to supermarkets are 24-, 48- and 96-unit prepacks that hold only "Lady and the Tramp" or 48- and 96-unit prepacks that hold "Lady and the Tramp," "Alice in Wonderland," "Dumbo," "Mary Poppins" and "Melody Time."
Buena Vista will also release "Lion King II: Simba's Pride" in October with three tie-in partners -- Welch's, Lever Bros. and General Mills.
Characters and scenes from the movie will appear on Welch's 10-ounce collectible jelly glasses. Consumers purchasing the video and the Lever Bros. select 2000 products will be eligible for a $5 mail-in rebate. In addition, General Mills will have on-box exposure for the video.
