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Attack of the Giant Sponge

7 Feb, 2005 By: Jessica Wolf



It's a bird. It's a plane. No, it's SpongeBob SquarePants.

Get ready for more super-sized sightings of the loveable sea sponge as nine-foot inflatables start popping up atop Paramount Home Entertainment marketing partners like Burger King and other locations in anticipation of The SpongeBob SquarePants Movie's March 1 release on DVD and VHS.

It's a callback to the theatrical campaign, said Martin Blythe, publicity spokesperson for Paramount, during which the inflatable SpongeBobs became a hot commodity and often turned up missing.

“They have been extremely eye catching, and we are keeping the momentum going all the way through to March,” Blythe said.

The extras on the DVD should pique SpongeBob fans' interest, Blythe said. Series creator Stephen Hillenburg, who also wrote and directed the feature-length film, participated in two featurettes on environmental issues. Hillenburg is trained in marine biology and is an active member of groups like Save Our Surf.

The film, based on the popular Nickelodeon TV series, earned $84 million in theaters, and Paramount is looking to energize the avid SpongeBob fan base for the home video release with a media blitz in print, radio and TV, retail-specific promotions, giveaways and, of course, the reemergence of the giant SpongeBobs.

The studio is tailoring the campaign to encompass SpongeBob's wide fan base that spans generations.

To capture the young adult crowd, a SpongeBob-sponsored giant pineapple on the beach will serve up pineapple smoothies to partying spring breakers in Panama City, Fla., March 3 through March 24.

7-Eleven will offer a “Pineapple Under the Sea” Slurpie, with TV support. Other promotional partners include Kellogg's and Holiday Inn.

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