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CTHE Hopes To Clean Up on <i>Maid</I>

15 Jan, 2003 By: Jessica Wolf

Romantic-comedy DVD fans will clean up this spring with Columbia TriStar Home Entertainment's release of Revolution Studios' Maid in Manhattan March 25.

The supplier teams up with houseware supplier Procter & Gamble for a cross promotion of the DVD and P&Gs newest Swiffer brand product, the Swiffer Duster, which hit stores just last week.

P&G, for the first time, hitches a new product launch to a movie release with its new line of disposable dusters which, nearing the title's street, will come with a coupon good for $2 off the Maid in Manhattan DVD. Alternately, disc packaging will include a $1-off coupon for the new Swiffer Duster.

“With the nature of this film and the nature of their product made so much sense to do this tie in,” said Tracey Garvin, VP of marketing for Columbia TriStar. “And their [Swiffer] products are distributed pretty much everywhere the DVDs are sold.”

P&G will promote the coupon offer this April in 55 million free-standing inserts and both products will highlight the instant coupon savings on point of purchase displays.

And, 15 seconds of a 60-second direct TV spot will feature Maid in Manhattan and tag the dollars-off promotion, Garvin said. The TV spots will also tout a 1-800 number shoppers can call to get a free sample of the Swiffer Duster and receive a $2-off DVD coupon by mail.

“We're going to be supporting this release with national TV and print ads,” Garvin said. “We have a very large standalone campaign and the exposure of the P&G partnership is really going to create even more visibility. This is a huge promotion for us.”

Maid in Manhattan, starring media darling Jennifer Lopez as a hotel-maid-turned-socialite has earned $84 million in theaters since its December release. The DVD is priced at $27.94 SRP and the VHS is priced for rental.

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