Celebrating America's Love Affair With Romances5 Jun, 2002 By: Kurt Indvik
A variety of in-store merchandising materials promoting the American Film Insititute (AFI)'s “100 Years…100 Passions” celebration of America's 100 most romantic movies are available to members of the Video Software Dealers Association (VSDA).
The VSDA is offering members customized promotional materials including the official AFI poster featuring the winners, which will be announced in a three-hour TV broadcast on CBS at 8 p.m. June 11.
Members can download VSDA's customized AFI 100 Years…100 Passions in-store promotional materials from the Marketing & Merchandising area of the association's Web site (www.vsda.org) or order a preprinted kit from SuperColor at a cost of $24. This year's materials include section headers, shelf talkers and a window cling or counter card. VSDA members may request this year's AFI poster at no charge by e-mail at firstname.lastname@example.org or by fax at (818) 385-0567. The poster will be shipped to arrive immediately after the June 11 TV broadcast
The VSDA has been involved with the AFI 100 years program since 1998, when it announced “100 Movies” promoting the top 100 movies of all time. Other promotions have included a focus on top stars, top comedies, and top action-adventure films. In January the AFI distributed ballots listing 400 nominated romantic films to a jury of1,800 film, art and cultural leaders across the country who voted for the top 100.
“In the past four years, we have noted a substantial lift in video rentals of AFI's top 100 films in the weeks following their telecasts announcing the winning titles,” said VSDA president Bo Andersen. “Video stores are the only place these top 100 movies are readily available to consumers.”
In addition to the telecast and in-store promotional materials, the AFI 100 Years…100 Passions marketing campaign includes national in-theater trailer programs, national print and radio advertising and a dedicated web site to promote awareness of the featured titles available on video.