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Studio Markets With Movie-Pac

11 Feb, 2005 By: Jessica Wolf

Warner Bros.' announcement of a yearlong James Dean celebration last week also heralded the debut of a new movie-marketing tool from Sony DADC (Digital Audio Disc Corp.).

Movie-Pac is a marketing piece suppliers can use to promote theatrical releases months before the films hit theaters or to publicize and sell tickets to high-profile events.

Movie-Pac looks like a DVD and comes in a DVD-type Amaray-styled case. It holds a CD in a format similar to DVD-ROM that, in a personal computer, will allow consumers to access exclusive Web content, get news updates and event information, view trailers and more.

The packaging will also hold gift cards that consumers can redeem for a movie ticket for the promoted film. Suppliers can also tuck any number of other goodies into the box, like coupons and collectibles. The packs will retail for about $9.95.

The first Movie-Pac, made for the James Dean Fest, which will be held in Marion, Ind., June 3-5, includes a limited-edition Senitype with a 35 mm cel from the upcoming documentary James Dean: Forever Young, a $33-value gift card good for use at the festival's retail partners, and access to the festival's Web site, where James Dean fans can purchase tickets to the event, get information and view Webcasts from the James Dean Fest.

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