HBO Plans <I>Big Fat Greek</I> Marketing Campaign6 Jan, 2003 By: Jessica Wolf
You thought the wedding was big. You thought the theatrical buzz was big. Well, get ready for HBO Video's marketing barrage for My Big Fat Greek Wedding, which streets Feb. 7 ($22.98 VHS, $27.95 DVD).“It's a pretty big fat campaign, that is, our biggest ever in terms of advertising and promotions,” said SVP of marketing Cynthia Rhea.
Greek Wedding, which grossed more than $215 million in theaters, is the most successful independent film of all time, and Rhea said finding promotional partners wasn't too tough. In addition to a multimillion-dollar national print, TV and radio advertising campaign, HBO has teamed with several companies to promote the video release. Kay Jewelers will use Greek Wedding-themed store signage in nearly 700 locations to highlight a “Win a Trip to Greece” sweepstakes. FTD.com, and the April issue of Modern Bride will also promote their own Greece trip sweepstakes. Included in all Greek Wedding videos will be $10 coupons for FTD.com. FTD.com e-mail purchase confirmations throughout February will include tags promoting the video availability, and the company will host a co-branded Greek Wedding-themed page on its site. The Sheraton Hotel chain is offering a coupon in video packaging and helping to promote the title in newpapers and on radio.
Wedding writer and star Nia Vardalos is up for a best actress Golden Globe, and Rhea said HBO will tag packaging with award announcements.
The hit release is getting some exposure from fellow cablers, too. The week the video streets, TNT will host a week of wedding-themed films, and TBS' “Dinner and a Movie” program will feature a week of wedding-themed films and Greek recipes.