Shout Offers 'Adam-12' Ringtone With DVD

29 Jul, 2008 By: John Latchem

Shout! Factory will release Adam-12: Season Two on DVD Sept. 30 (prebook Sept. 2) at $34.99.

The show, from “Dragnet” creator Jack Webb, starred Martin Milner and Kent McCord as Los Angeles police officers.

“It taps into such a great time in television,” said Melissa Boag, Shout! Factory VP of marketing. “It holds up very well. Plus it's a good look back at L.A.'s history.”

Shout is licensing the show from Universal Studios, which released the first season on DVD in 2005.

The four-disc set includes all 26 episodes from the 1969-70 season, and such extras as commentaries by LAPD members, a photo history of the LAPD, a ride-along trivia track and a tour of the Elysian Park Police Academy.

Also included is a promotion that offers fans an exclusive ringtone of the show's signature “One Adam-12” dispatcher line. Those who buy the DVD will receive a text code that can be exchanged for the ringtone through March 31, 2009.

Boag said the ringtone offer started as a running joke during Shout! Factory production meetings.

“They wouldn't start the meetings until I said the ‘One Adam-12' line,” Boag said. “Then our head of TV DVD said it would make a great ringtone.”

Boag said the ringtone could serve as a valuable marketing tool.

“If you're sitting in a room with people and someone's phone goes off, it brings you back,” Boag said. “It really resonates with people of that generation.”

The ringtone should work for all carriers, Boag said, subject to the limitations of individual phones.