Columbia Spins $100M <I>Spider-Man 2</I> DVD Promotion Web19 Oct, 2004 By: Erik Gruenwedel
Columbia TriStar Home Entertainment is spending more than 25 percent of the $372 million box office haul for Spider-Man 2 to help market the title's video release Nov. 30.
In addition to the usual national TV, print, radio and billboard suspects, CTHE has engaged direct signage in select shopping malls and cross-promotions with Energizer batteries, Embassy Suites hotels, Orville Redenbacher popcorn, Red Baron pizza, video game software publisher Activision, Crest (a licensee for a Spider-Man 2 battery-powered toothbrush), Sony Electronics and Sony Music.
“A lot of our promotional partners are in retail stores [compared to the first Spider-Man release], so we've done rebates off the DVD and tied it in with products that would be on the shelf in retail,” said Tracey Garvin, VP of marketing for CTHE. “We've found that it is something [that] not only the partners love, but our retailers embrace.”
Campaign planning began shortly after the home video street date for Spider-Man, which generated more than $113 million in video sales, according to Video Store Magazine Market Research.
“We had Spider-Man to point to as a success story, so we were able to get out there a little faster,” said Jennifer Anderson, executive director of marketing for CTHE.
Designed to reach targeted consumers more than 20 times, CTHE hopes the campaign will help DVD sales equal or surpass box office.