RETAILERS MAKE ROOM FOR 'TWISTER' DISPLAYS

DAN ALAIMO

Video retailers are enthusiastic about the creative opportunities and new point-of-purchase material for one of this summer's biggest hits, "Twister."

"They look very powerful and we are going to use them," said Gary Schloss, vice president of grocery and general merchandise at Carr Gottstein Foods, Anchorage, Alaska. "If we can capitalize on their POP to build our sales, we will surely do it."

"Twister," priced at $22.96, will be released direct to sell-through Oct. 1.

Warner Home Video will conduct a national display-building contest targeted at supermarkets. A merchandising kit will be available to help the retailers create these displays.

"The packs on that title are real inventive," noted Rick Ang, a buyer at Video Mart in Sacramento, Calif., which racks video departments in 17 Bel Air supermarkets in the Sacramento area. "One looks like a crashed car and another resembles a blown-up building," he said.

Although the Bel Air chain will be focusing its merchandising efforts on "Toy Story," which will be released on Oct. 29, it will take advantage of the "Twister" cross-promotions and POP.

Another retailer, Randy Weddington of Harps Food Stores in Springdale, Ark., said he has already been contacted by a video manager who wants to create an in-store tornado display and link it to the re-release of "The Wizard of Oz," which is scheduled for release on Sept. 10. Weddington said Harps is also preoccupied with plans for "Toy Story," which will have multiple tie-in partners.

Ang is looking forward to cross-promoting "Twister" with "Willy Wonka and the Chocolate Factory."

"Willy Wonka played in theaters around here not long ago, which created a renewed interest in that title. Plus, there are the rebates that customers will get from buying the two movies," he said.

Research shows "Twister" appealing about equally to men and women, and 59% of its audience is aged 18 to 39, Sanders noted. The movie also appeals to preteens.