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Lionsgate's 'Bratz' Movie Boosted With Dolls, Tween-Targeted Ads

3 Oct, 2007 By: Billy Gil


Bratz: The Movie


Lionsgate is leaving no marketing plan untouched with its campaign for Bratz: The Movie, landing on DVD Nov. 27 at $28.98. Prebook is Oct.31.

The multimillion-dollar campaign will consist of spots on tween-targeted TV, radio, Web sites and in shopping malls. Ads in the fourth quarter on TV channels such as ABC, ABC Family, CBS, Cartoon Network, NBC, Nickelodeon and Toon Disney also will promote the Bratz Movie Stars doll line, featuring dolls based on the live-action Bratz actresses, as well as the Bratz: the Movie THQ video game.

“There's really fantastic synergy … because there's an extensive toy line as well as other forms of merchandise that are basically derived from and support the movie,” said Michael Rathauser, VP of marketing for Lionsgate. “All of the Bratz movie dolls have a call out on the box that promote the movie.”

In-mall video and static billboards in key markets leading up to the release also aim to capture an audience of moms, as well as their young daughters. Additionally, “a lot of activity and communication” via Bratz.com, according to Rathauser, as well as other movie-related merchandise such as Bratz jewelry, accessories, make-up, apparel and CDs round out what should be among Lionsgate's healthiest marketing campaigns yet.

Rathauser also said the live-action DVD, which includes more than 50 minutes of bonus features including 12 three-to-five-minute featurettes, should help promote Lionsgate's other Bratz-related DVDs, which Lionsgate announced in November 2006.

“From an animated DVD standpoint, we will have released three Bratz-branded DVDs that will have been trailering the Bratz live-action movie,” Rathauser said. “And this movie will serve as a platform to promote the animated movies.”

Bratz: Super Babies streets on DVD Oct. 9. Bratz Interactive: Glitz N' Glamour, Bratz Interactive: Livin' It Up, Bratz: Kidz Sleep-Over Adventure and Bratz – Fashion Pixiez are available now from Lionsgate. All DVDs are $19.98.

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