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Anchor Bay Is No Dummy With Successful Video Franchise

7 Sep, 2001 By: John Jimenez

Who would have guessed so many people would excitedly consider themselves “dummies?” But as the “For Dummies” franchise sells its 100 millionth book, Anchor Bay Entertainment is beefing up its videopresence.

Pilates for Dummies and Fat Burning Workout for Dummies both come outon VHS Sept. 11 at $9.99. Pilates also comes out on DVD Oct. 23 at $14.98. It joins Basic Yoga for Dummies, due Sept. 11, as the first two in the series on DVD. Yoga was released on VHS in October 2000 with Shaping Up With Weights for Dummies. The titles launched Anchor Bay’svideo venture.

“We’ve had great success with the first two titles,” says Michelle Rygiel, Anchor Bay senior brand manager. Yoga reached No. 1 onVideoScan’s fitness charts for the week ending Aug. 5.

The franchise is successful, says Rygiel, because, “It has the ability to break down intimidating topics.” For instance, Pilates is a unique form of exercise that has become popular in Hollywood, but is oftenmisunderstood, Rygiel notes.

Anchor Bay will branch out from fitness Oct. 23 with the $12.98 VHS release of Learning the Guitar for Dummies. The DVD streets Nov. 20 at $16.98. The title comes with a booklet of sheet music and tablature.

Anchor Bay will launch an advertising campaign including an appearance on daytime talk show “The Other Half,” and ads in Redbook and Fitness Magazine.

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