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A <I>Spirit</I>ed Release

13 Aug, 2002 By: Hive News


The $72.9 million box office animated adventure Spirit: Stallion of the Cimarron gallops onto video store shelves Nov.19 and is priced to own on VHS at $15.95 (minimum advertised price) and DVD at $19.95 (MAP). The film prebooks Oct. 1 on VHS at $15.95 and DVD at $19.95.

The multimillion-dollar marketing program -- including more than 10 billion consumer impressions -- includes promotional support from Baskin-Robbins, M&Ms, Kraft, the United States Postal Service and more. Every Spirit VHS and DVD includes an instant-win game prize and an instantly redeemable coupon good for a free package of the M&Ms Minis Tubes.

Prizes for the instant-win game include a Ford Mustang convertible, thousands of Nintendo GameBoy Advance systems with Spirit GameBoy Advance and PC video games from THQ, 1,000 Hewlett-Packard digital cameras or millions of free Baskin-Robbins ice cream cones.

Some of Spirit's DVD extra features include: “Spirit's Make-A-Movie Studio,” which provides a variety of actual backgrounds, music, effects and characters from the film that kids can arrange on a timeline by clicking and dragging to create all new adventures for Spirit and his friends. To truly personalize their movie, kids can scan and import photos to provide unique backdrops for the characters. For the finishing touches, kids can add customized music, narrate their movie, and create their movie's title and credits. To show off their filmmaking skills to friends and family, kids can personalize movie posters and premiere invitations, which are featured in the downloadable section of the DVD.

“Spirit's Make-A-Movie Studio” is featured in a dedicated “kids” area on the Spirit called DWK (DreamWorks' Kids): This Way To Play. First launched on the Shrek DVD, DWK: This Way To Play is a “virtual playground” designed to extend the movie's entertainment experience in a dedicated, kid-friendly environment. Other bonus features on Spirit's DWK: This Way To Play area include: “Learn To Draw Spirit,” “Desktop Creativity Kits By Hewlett-Packard,” “The Songs of Spirit” and a slew of set-top games.

The DVD also includes director's and producer's commentary for the film and a featurette on the film's animation.Some of the chief marketing sponsorships for the release include:

* The United States Postal Service will create a specially designed cancellation stamp for “The Spirit That Moves America” campaign. The program, which will be promoted with point-of-purchase materials in more than 40,000 postal stations across the country, also includes a mail-in offer for a set of six themed postcards with stickers.

    * Baskin-Robbins, as an instant-win game partner, offers Spirit buyers the chance to win a free 2.5-oz. scoop of ice cream. The ice cream giant also will run two weeks of Spirit-themed nationally syndicated television advertising and will offer consumers $3 off any Freeze Frame cake or $2 off any ice cream cake via an in-pack coupon inside every Spirit video. In addition, Baskin-Robbins will feature in-store signage in the company's 2,400 locations highlighting two Spirit-themed ice cream flavors and limited-time-offer sundae.

  • Other sponsors include Kraft, Act II Microwave Popcorn, American Youth Soccer Organization (sponsoring an art contest and an AYSO-themed video game, Goal, on the Spirit DVD), Southwest Airlines, Burger King and USA Equestrian Association.

  • In the animated film, Matt Damon narrates the life of the wild, young Mustang Spirit and his adventures on the American frontier with a Lakota Native American.

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