BURBANK, Calif. -- In an attempt to generate interest for a critically acclaimed movie that fared poorly at the box office, Warner Home Video has stepped up promotional efforts for "The Iron Giant."
Among its promotional partners are Honey Nut Cheerios, America Online's children's Web site and General Motors. The company also staged a publicity event on Capitol Hill with members of Congress, children's advocates, students and the movie's director Brad Bird. "'The Iron Giant' marks a giant step forward in the production by a major studio of a nifty film for kids and families," said Peggy Charren, a children's advocate and founder of Action for Children's Television. "Parents, teachers and everyone who cares about young audiences should make sure that children everywhere over seven get a chance to see this classic film," she said.
Among the members of Congress attending the event was Rep. Edward Markey (D-Mass.), who authored the Children's Television Act. "Warner Bros.' 'The Iron Giant' demonstrates that Hollywood's capacity for great children's cinema is still immense," he said.
"'The Iron Giant' is one of those really good family films that manage to teach important values as part of an exciting story that kids love," said Rep. Howard Berman (D-Calif.). "We need a lot more films like it."
Charren said the thought-provoking movie, about a 50-foot robot that befriends a young boy, was improperly marketed during its theatrical run. "It was the worst ad campaign I'd seen in a long time... who's to know this is not like the idiotic cartoons that peppered Saturday morning," she was quoted as saying.
Warner created a new ad campaign for the video release. "We know we have a great product," said Tom Lesinski, Warner Home Video's senior vice president of worldwide marketing. "It's just a matter of getting it into people's homes."