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Lionsgate Pumps Out Fitness Titles

10 Oct, 2007 By: Angelique Flores

Lionsgate is pumping up its promotions on December fitness titles.

The DVDs come in time for the January fitness season, said Kajsa Vikman, VP of marketing and fitness for Lionsgate.

Lionsgate is bowing its first set of Kathy Smith DVDs since the mini-major cut a distribution deal with the fitness star in July. Build Muscle Shrink Fat, Peel Off the Pounds and Tummy Trimmers street Dec. 18 (prebook Nov. 21) at $14.98 each. The new titles are targeted at women 35-65. To tie in with that demographic, Lionsgate has a cross-promotion with More magazine, a publication for women in their 40s and older. All three DVDs will include an insert with an offer for a free year-long subscription to More.

The DVDs also will be backed by a consumer print ad campaign in such magazines as Redbook and Prevention, as well as in Smith's upcoming book Feed Muscle Shrink Fat, a diet and recipe book due Jan. 1, 2008.

Also on Dec. 18, Lionsgate will have the Denise Austin DVDs Yoga Body Burn and Burn Fat Fast Cardio Blast at $14.98 each. The supplier has partnered with Michelina's frozen foods to promote the Austin titles. With the purchase of three Michelina's products and any of the two Austin DVDs, consumers can get a $3 mail-in rebate.

The titles also will be cross-promoted with Tyson chicken through an ad campaign, and they will be advertised in Prevention, Women's Health, Redbook, Fitness and Shape. In addition, an e-mail blast about the new DVDs will be sent to Austin's Fit Forever subscribers.

Lionsgate has two more DVDs coming out from “The Biggest Loser” series, Cardio Max and Power Sculpt, Dec. 18, the same day as the NBC show's fourth-season finale. The $14.98 DVDs have all three trainers — Bob Harper, Kim Lyons and Jillian Michaels — from the show.

TV ads will air during the show's fifth season, which begins in January, and print ads will be featured in The Biggest Loser Fitness Program book, which is out now.

Lionsgate also has partnered with 24-Hour Fitness on inserts for a free month of membership at the gym starting in January. An e-mail blast about the new releases will be sent to 24-Hour Fitness newsletter subscribers. More e-mail blasts will be sent in January to members of the biggestloserclub.com, as well as to Subway's consumer list. Subway also will feature the DVD on its Web site.

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