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Stores Prep to Promote the Heck Out of 'Shrek'

31 Oct, 2001 By: Hive News

Spurred by an aggressive DreamWorks promotional campaign at every level of media, as well retailers' own initiative in leveraging the white-hot title, video stores around the country are rolling out the green carpet for the Nov. 2 home video release of Shrek, the No. 1 movie of the year.

Blockbuster -- as are many other stores, small chains and independents -- is building on the box-office success of Shrek with in-store and radio promotion campaigns, as well as store events in select markets across the country.

One of the events, at a Los Angeles Blockbuster store Saturday, Nov. 3, will feature an appearance by a DreamWorks animator.

The chain's street-date promotions include Shrek-themed Blockbuster GiftCards and discounts with the purchase of a Blockbuster popcorn tub.

Other Blockbuster promotionsinclude:

-- From Nov. 2-Nov. 20 customers who buy Shrek on VHS or DVD with a tub of popcorn receive an instant $3 off the purchase.
-- Three special-edition $5 Blockbuster GiftCards featuring Shrek. Customers will get one Shrek $5 GiftCard free with the purchase of $50 in Blockbuster GiftCardsthrough Dec. 16, while supplies last.
-- In-store promotions include in-store retail merchandiser, POP terminal toppers, shelf talkers and window decals -- plus in-store Blockbuster TV and direct mail.
-- Online support at blockbuster.com featuring a dedicated Shrek page with details about DVD special features.
-- Local radio promotions and in-store promotional events in most of the top 40 U.S. markets -- including the DreamWorks animator visit in Los Angeles and Shrek-themed children's coloringcontests in various stores across the country.
-- The pre-sell promotion ends Thursday, and includes a free DVD or VHS copy of Shrek with the purchase of a $25 10-week rental card. Customers can pick up their free copy on the release date of Friday, Nov. 2.

The 10-week rental cards are good for one rental per week at a participating Blockbuster store for each of the 10 consecutive weeks following activation, unless expiration is otherwise provided. Each card is activated upon initial use and is valid at the store where the card is activated, Blockbuster said.

Kmart and BlueLight.com are also perparing for the Nov. 2 release of the year's top movie on VHS and DVD. The home release will be supported with several exclusive promotions.

Shrek promotionsKmart is rolling out include:

-- On Nov. 4, Kmart storesacross the country will hold a Shrek-inspired beanie bag toss, giving boysand girls a chance to win a video or a free drink, as well as Shrek stickers and temporary tattoos.
-- Kmart stores with restaurants will hold coloring contests, with the grand-prize winner in each store receiving an official, ogre-size Shrek standee.
-- Custom Shrek gift cards and an exclusive"The Story of Shrek" CD/CD-ROM with purchase.
-- Consumers purchasing the DVD at a Kmart store will receive a coupon good for$20 off a Phillips five-disc DVD player or $10 off a Phillips single-disc DVDplayer.
-- At the Oct. 28 NASCAR race at the Phoenix International Raceway in Arizona, the Kmart race team's car was Shrek-ed out, featuring aspecial new paint job showcasing the green ogre.

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