TIE-IN PARTNERS PROFIT WITH 'SWAN PRINCESS'

DAN ALAIMO

UNIVERSAL CITY, Calif. -- Multiple cross-promotional partners helped parlay a modest theatrical feature into a significant sell-through success for Turner Home Entertainment.

The tie-in partners of the sell-through video release of "The Swan Princess" rolled up big gains as a result of their participation, said Steve Langston, director of promotions at Turner Home Entertainment, Atlanta. Langston spoke at the Seventh Annual EPM Entertainment Marketing Conference here last month.

A $5 mail-in rebate promotion by Pillsbury dessert products in support of the video was the cornerstone of a group of tie-in activities by brand marketers, he said.

Other brand marketers participating included McCain Citrus Junior Juice, Crayola, Tiger Electronics, Lifetouch Portrait Services and non-profit KinderVision.

"Working with this group of partners . . . allowed us to dramatically increase our exposure for 'The Swan Princess,' " Langston said.

The cross-promotional effort went so well that Turner now schedules sponsor "summits" eight to nine months prior to the release of future titles, he said. These meetings let brand marketers explore ways to enhance their tie-in relationships with Turner and with each other, he said. The next such sponsor meeting is planned in support of "The Real Adventures of Jonny Quest," due out in 1996.

The tie-in partners saw concrete benefits from the "Swan Princess" promotion, Langston said. For example:

· August sales of Pillsbury dessert products were up 30% over the same period in 1994. "Pillsbury experienced its best August ever," Langston said.

· McCain Citrus Junior Juice was able to place more of its products in supermarkets, he said.

Pillsbury's experience cross-promoting with Disney on "Return of Jafar," "Snow White" and "The Lion King" lent added credibility to "The Swan Princess" program and attracted other tie-in partners, said Langston.

Pillsbury's 800-person sales force also helped Turner boost awareness of the title in supermarkets, he said. "The fastest growing channel of distribution for videos are supermarkets and Pillsbury has a major presence there. We looked at their participation as a way to leverage that, and to get into a lot of doors that we might not have otherwise."