'SPACE JAM' SET FOR SELL-THROUGH IN MARCH

DAN ALAIMO

BURBANK, Calif. -- Three cross-promotional partners will highlight Warner Home Video's "biggest" ever marketing campaign for the March 11 sell-through release of "Space Jam." The title has so far grossed some $90 million at the box office and will come to video less than four months after its Nov. 15 theatrical opening. The movie, starring Michael Jordan, combines live action with the animation of Warner's cartoon characters, featuring Bugs Bunny.

"It's a perfect family title that has broad appeal, so distribution in supermarkets is going to be key for us," said Brian Moreno, vice president of family entertainment.

Warner will support the title with a "multimillion dollar" advertising campaign, focusing on the pre-Easter selling season, and through cross promotions with Dole Food Co., Westlake Village, Calif.; Ball Park Franks of Hygrade Food Products, Southfield, Mich.; and Rayovac Renewal Batteries, Madison, Wis.

"Companies like Dole, Ball Park and Rayovac have terrific distribution in the supermarket class of trade. They saw this as an opportunity to build a major promotion," said Moreno.

A free commemorative collector's coin will be included with the videos. Suggested retail price will be $22.96; order date is Feb. 4.

In a video first, "Space Jam" promotional stickers will be placed on more than 200 million Dole bananas. Other point-of-purchase materials will be in the grocery, frozen, refrigerated and produce sections of the supermarket. Warner will work with Dole to get placement of the video product in those aisles, said Moreno.

A national free-standing insert by Dole in March will reach more than 50 million homes. Consumers will be offered a special edition "Space Jam" street ball or a mini-pocket basketball game with the purchase of Dole products and the video.

Ball Park is offering a $5 mail-in rebate with the purchase of the video and select Ball Park products.

Ball Park also will spend $1 million on a national television ad campaign and drop a national FSI in April.

Rayovac coupons valued at $4 will be included in each "Space Jam" video and the battery company will conduct a "Meet Mike" essay contest. Meanwhile, Warner will offer a $5 mail-in rebate with the purchase of "Space Jam" and one of 28 other Warner Home Video Family Entertainment titles.