BEVERLY HILLS, Calif. -- "Casper, A New Beginning" will be the first direct-to-video release from Twentieth Century Fox Home Entertainment here when it streets Sept. 19. Packaged-goods tie-in partners include General Mills' Count Chocula Cereal and Mondo Fruit Squeezers.
The feature-length title will be backed by a marketing program valued at more than $30 million. Similar to the "Casper" movie of 1995, the title will combine live action and animation. Suggested retail price will be $19.98 with a prebook date of Aug. 18.
The General Mills' Count Chocula promotion will involve a premium offer that will be highlighted on more than three million packages, a television advertising campaign and a national freestanding insert reaching 35 million households. The premium is a Casper lunchbox and thermos created for the new title.
A $5 mail-in rebate will be offered to consumers who purchase the video and four six-packs of Mondo Fruit Squeezers. This will be promoted on five million packages and 8,000 displayers.
FoxVideo will market the title using outdoor billboards in top markets, national print, national radio and network, spot and cable television. The campaign will run from prior to the street date through the Halloween season.
Boston Market Restaurants will also partner with the video in its first national entertainment promotion, providing a $3 coupon inside the video packages, an FSI reaching 60 million households and in-store promotion.