'Grinch' Hits Home Video on Thanksgiving for Holiday Feasting

24 Apr, 2001 By: Hive News

Universal's Dr. Seuss' How the Grinch Stole Christmas, the top-grossing movie of 2000 with about $260 million in box office, is set for holiday release on VHS and DVD on Nov. 20.

The VHS will be available for $24.98 SRP and a special VHS Gift Set that includes the video and a "Grinch" plush will be available for $29.98 SRP.

The DVD "Collector's Edition" will be available for $26.98 SRP and the deluxe industry-first "Limited Edition" DVD Gift Set that includes a DVD"Collector's Edition" and an interactive play set will also be available on Nov. 20 for $39.98 SRP.

The special features on The "Collector's Edition" DVD include: a featurette on the making of the film with cast and crew and behind-the-scenes footage; descriptive video service (DVS for thevisually impaired); sing- alongs and read-alongs; deleted scenes; a FaithHill music video; featurettes on Whoville, "Grinch" make-up application and special effects out outtakes.

In addition to the DVD-ROM features that include: interactual technology allowing access to ROM features on the disc; Kazoo 3D -- a computer-generated picture program allowingconsumers to integrate a personal photo together with the "Grinch"; "Grinch" screen mate; games; screen saver; "Grinch" computer browser; recipes; "Who" photographs; production notes; cast and crew notes and "Grinch" facts.

The marketing campaign for Grinch home video features national sweepstakes, rebate offer, a three-month ad campaign that includes network, spotmarket and national cable television, online, outdoor, radio and print ads prior to, and after street date, massive tie-in partner advertising and extensive point-of-sale materials.

The Grinch media campaign begins Nov. 1 with a pre-street "teaser" campaign culminating with a heavy advertising push through the prime holiday gift-buying season. The ad campaign "will reach more than 98% of all households in the U.S. more than 18 times, garnering more than 10 billion impressions through major network andcable, print, radio, online and outdoor advertising," according to a Universal press release.

Universal is having little trouble finding major promotional partners to jump on the Grinch bandwagon, valued at over $20 million in media. The push involves major retail promotions across a variety of channels including massmerchants and grocery chains, bringing front and center familiar household brand namessuch as Heinz, Hersheys and Wendys.

Heinz North America will feature a 10-week promotion with its limited-edition Heinz EZ-Squirt "Grinch" character green bottles and other characters, like Max the Dog appearing on the red bottles. Heinz EZ-Squirt will also offer a special rebate video offer.

Hershey Foods will createcustomized "Grinch" candy products and a national ad campaign. Wendy's will feature "Grinch" toys in its National Kids Meal and serve as the center piece of a major holiday promotion.

Universal Studios Home Video will also work with First Book and Random House, publisher of Dr. Seuss books, during the VHS and DVD release of The Grinch. First Book is a national non-profit organization thatprovides low-income children with their first new books.

Additional promotional support will include advertising on 100 millionbananas featuring collectable "Grinch" stickers during the entire month ofNovember, "resulting in more than 100 million impressions," according to the press release.

Internet portal MSN and Universal Studios Home Video are also teaming up for an online marketing campaign that begins with MSN's virtual Whoville, where The Grinch comes to life on a special "Grinch" version of MSN. "Whoville" will exist as a special "Grinch" microsite,www.Grinch.MSN.com, where users will enter to win by downloading a "Grinch" version of MSN Explorer. One contest winner will receive "A Whoville Christmas at Home," with Universal converting the winner's home into a "Who-house" complete with Who-costumes, Who-makeup, Who-decorations and a Who-feast. Within "The Grinch" microsite, users can stream footage, play "Grinch"-themed games, and sign up for emails from "The Grinch."

In addition Claus.com, a top holiday Web site for kids, will transform its home page into Whoville during the pre-street consumer awareness campaign.

Universal Studios Home Video is creating retail promotional partnerships in an effort to make TheGrinch the No. 1 in-store holiday shopping event. You can be sure that "The Grinch" brand will be visible at retail everywhere.