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Industry: Email Alert RSS FeedChristmas comes early for Universal's `Grinch'.(Brief Article)
Advertising Age, September, 2000 by Friedman, Wayne
Universal Pictures is pulling out all the marketing stops to make sure its "Grinch" steals Christmas at the box office. A massive marketing and promotional campaign, costing $50 million according to some estimates, is under way for "Dr. Seuss' How the Grinch Stole Christmas!" The Jim Carrey film, directed by Ron Howard, opens Nov. 17. Toy retailer Toys "R" Us has signed on for what Universal executives say is the largest retail promotion in the studio's history. And last week Universal launched a major early teaser outdoor campaign in major markets called "Let the Games Begin," which links the movie to the 2000 Olympic Games in Sydney. `A TENTPOLE EVENT' "We view the movie as a tent-pole event picture, and that's how we are supporting it -- to make sure we are the...
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