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Fox Pushes 'Chipmunks'

7 Feb, 2008 By: Chris Tribbey

Alvin and the Chipmunks

20th Century Fox Home Entertainment is throwing a lot of weight behind the marketing of the April 1 DVD ($29.98) and Blu-ray Disc ($39.98) releases of Alvin and the Chipmunks.

Pulling in nearly $210 million in theaters, the home video releases of Alvin and the Chipmunks will include featurettes and an inside look at the upcoming animated comedy Horton Hears a Who!

“It's a big movie, the No. 1 family film of the year,” said Steve Feldstein, senior VP of marketing and corporate communications for 20th Century Fox Home Entertainment. “Suffice to say it lends itself brilliantly to marketing opportunities on every level.”

Fox has network TV plug-ins to go with “American Idol,” “Hannah Montana,” “Dancing with the Stars,” “Good Morning America” and “America's Funniest Videos,” and cable TV spots on Cartoon Network, ABC Family, Animal Planet, Nickelodeon and Discovery Kids. Radio Disney and several youth Web sites will also feature Alvin and the Chipmunks. Kellogg's and ICEE will lend promotional support.

Feldstein hinted that carbon copies of the characters from the movie won't be the only chipmunks we'll see during the marketing push.

“We want to make them tangible for kids on all levels,” Feldstein said.

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