UNIVERSAL CITY, Calif. -- When it came to turning the "biggest movie of all time" into "a big video event," "Jurassic Park" and Jell-O made history at supermarkets. The multilayered promotion, which involved MCA/Universal Home Video's top grossing film and Kraft General Food's Jell-O brand as its exclusive packaged goods partner, achieved unprecedented leverage at 80,000 to 90,000 retail locations during a seven-month period. The integrated marketing event may have even set the direction ...
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