UNIVERSAL CITY, Calif. -- "The Nutty Professor," from MCA/Universal Home Video, will join the fourth-quarter sell-through party Nov. 12, with a suggested retail price of $22.98.
To release the title in the fourth quarter, the studio had to bypass cross-promotional partnerships, said Andrew Kairey, executive vice president. As a result, the studio is "stepping up" its advertising on the title, he said.
"The Nutty Professor" will be backed by MCA/Universal's biggest marketing campaign of the year, said Kairey. "The advertising campaign will be second to 'Jurassic Park,' our largest one to date," he said.
The PG-13 comedy, which stars Eddie Murphy playing seven different roles in a remake of the 1963 Jerry Lewis movie, grossed more than $120 million at the box office this summer. Minimum advertised price will be $14.95, and the order date is Oct. 2.
Because it has a wide demographic appeal, the title will do well in supermarkets during the pre-Thanksgiving and pre-Christmas period, Kairey predicted. "All our consumer research indicates that it has a very broad audience. It is going to surprise a lot of people how broad the appeal is and how big the movie can potentially be.
Clifford Feiock, video coordinator at Nash Finch Co., Minneapolis, said the comedy will do well as both a sell-through and rental title. "It is a wonderful opportunity on the rental side. We will sell off the used copies and people will be able to own it at a reduced price," he said.
Advertising for the title is expected to make 3.5 billion impressions. The campaign will include network, syndicated and cable TV, along with radio, outdoor, print and on-line. In-store materials will include 12-, 24-and 48-unit merchandisers, shelf-talkers, banners and standees.
