Beckham Kicks Off in April2 Feb, 2005 By: Dan Bennett
Soccer moms, rejoice.
The first-ever instructional soccer title from British star-athlete David Beckham, Really Bend It Like Beckham, streets April 12 from Koch Entertainment and Capital Entertainment.
The two-disc DVD, priced at $24.98, has Beckham offering detailed instruction to kids on all aspects of playing soccer, including free kicks, techniques, attitude and even soccer-ball tricks.
“Because of Beckham's popularity and recognition as a superb athlete, this title is super high-profile,” said Dan Gurlitz, VP of video for Koch Entertainment.
In addition to the soccer instruction, the DVD gives viewers a chance to get to know more about Beckham, Gurlitz said. Shot in high-definition, with French and Spanish language options and Dolby 5.1 sound, Really Bend It Like Beckham features a behind-the-scenes segment with Beckham, a kids Q&A and a DVD-ROM printable version of a coaching plan for soccer.
Marketing plans for the title include TV and print advertising, online marketing and publicity that ties into the already enormous exposure Beckham earns through his sponsorship agreements with companies such as Gillette and Adidas.
“This is definitely one of the longest campaigns we've ever taken on,” said Dan Perloff, VP of sales for Capital Entertainment. “We realize there is a big market for Beckham in the United States and around the world, and this is the time to take advantage.”
As soccer now dominates as a youth sport, the timing is especially important, he said.
“We are basically going to cover the youth soccer contingent around the world,” Capital's Perloff said. “This is a high-tech title as far as its viewing options, and the demographic who will be viewing this program will be intrigued and excited by that. Our distributor is already getting feedback that this is going to be a strong seller.”
The title will further be helped by the Spanish-language element, Perloff said, appealing to the sizable Latino consumer demographic both in the United States and abroad. The French-language option is also expected to be a drawing card.
“The Canadian market for this title is huge,” Perloff said. “We're looking for every kind of opportunity to market this, and going beyond the norm whenever we can. This is a title that consumers should be able to find anywhere because of Beckham's popularity and its natural appeal.”