FOX SETS KING VIDEO FOR RELEASE

DAN ALAIMO

BEVERLY HILLS, Calif. -- Twentieth Century Fox Home Entertainment here will release "Our Friend Martin," a video based on the life of Martin Luther King, Jr., on Jan. 12. Priced at $12.98, the feature-length title combining live action, animation and the voices of many stars will prebook on Dec. 16.

" 'Our Friend Martin' is a natural title for supermarkets in that it is very much focused on mom, and mom's desire to give her children a very positive historical reference to a very famous American," said Don Jeffries, vice president, sales and distribution, Twentieth Century Fox Home Entertainment, Beverly Hills, Calif. "It's animated and has quite a bit of kid and family appeal."

The release is timed to precede the Martin Luther King holiday on Jan. 16 and Black History Month in February, said Jeffries, noting that the title has broad appeal to all demographic groups. "It is a quality piece of product, one that we are proud to put out as a company.

It is a historical educational piece that I think is important for children today to be able to see," he said.

Among African-American mothers, there is a 66% "definite" purchase intent and a 91% "positive" purchase intent.

Among non-African-American mothers, the "definite" purchase intent is 30% and the "positive" intent to purchase is 60%, said Jeffries. "The appeal is very high across the board," he said.

Cross promotions include a $3 mail-in rebate from Kraft and a $2 mail-in rebate from Lawry's Seasoned Salt.