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Loews Theaters Will Come to <I>Rescue</I>

28 Sep, 2003 By: Erik Gruenwedel

Special Loews theater screenings will help kick off Artisan's Family Home Entertainment (FHE) and Fisher-Price's Nov. 18 video release of the animated feature Rescue Heroes: The Movie.

The title prebooks Oct. 21 at $19.98 on DVD, $14.98 on VHS. Based on the Fisher-Price toy line, the story follows characters Billy Blazes, Jack Hammer, Rocky Canyon and Wendy Waters, who together as an elite rescue team share positive life lessons regarding courage, perseverance and teamwork.

A national advertising campaign and spots on kid-targeted cable TV programming on Nickelodeon and Cartoon Network will support the release, which follows the film's theatrical debut at select Loews Cineplex Entertainment theaters during National Fire Prevention Week, Oct. 5-11.

During its theatrical run as a weekend matinee, Loews will air promotional trailers on select lobby video monitors, in addition to screen slides and contact sheets.

“Loews likes the property,” said Glenn Ross, president of FHE. “They know the power of the brand.”

To generate in-store awareness at video and toy retailers, FHE created 12-, 24-, 30-, 48- and 60-piece POP displays. Through a mail-in rebate, customers at video stores or select toy retailers can get $3 off the video with the purchase of a Rescue Heroes toy.

“About 70 percent of kids' videos are sold through mass merchants,” Ross said. “There are very few places where you won't have the video and toy together.”

Ross said the concept of pre-school action toys doing “good deeds” results in positive messages and market demand.

“Saturation level in the marketplace is huge,” said Ross. “There will be an immediate strong reaction in the marketplace. They will sell year-round.”

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