STUDIOS PROMOTE GROCERY TIE-INS

CHANDLER, Ariz. -- Despite efforts by studios to create marketing tie-ins between their video releases and grocery products, video specialists said they seldom get involved.

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Other retailers said that some simple promotions, such as offering a discount on soft drinks with a video rental, have been successful, but only if they are conducted within the video department. Video tie-ins in other areas of the store tend to be less successful, they said, and are difficult to coordinate.

Some studios continue to seek out relevant product partners, however.

In one current effort, DreamWorks, Glendale, Calif., is partnering with the Jelly Belly candy company for an Easter tie-in with "Shrek." Customers who purchase that animated title or certain other family fare from DreamWorks can receive a coupon for a free package of Jelly Belly jellybeans.

"Easter is the No. 2 gift-giving season for kids," noted Kelly Sooter, head of domestic home entertainment, DreamWorks.

Artisan Home Entertainment, New York, this month began promoting its Denise Austin fitness video franchise with Dannon-brand water. Multipacks of water include coupons for an exclusive video.

Wal-Mart, Bentonville, Ark., is conducting an additional advertising overlay in its supercenters, according to Danielle Avazian-Reyes, director of promotions, Artisan. In addition to in-store radio announcements supporting the promotion, which runs through May, the chain also offers health-recipe cards that direct consumers to the water displays and the video department, she said.