Stonehenge Revisited: Spinal Tap Returns; Disney's All Ears

Brandweek, June 5, 2000 by T.L. Stanley

As befits any cult movie, This is Spinal Tap didn't tear up the box office when it hit theaters in 1984. But with a multi-pronged promo campaign around another feature run, a re-release on video and its first widely available DVD, MGM execs are aiming to spur triple-digit sales of the rock mockumentary.

"We're going after the cult following, the 30-to 40-year-olds, and a new generation of potential fans, the 18-24-year-olds," said Keith Snelgrove, svp-worldwide promotions at MGM, which is working with the movie's European producer StudioCanal. "The research says there's a lot of pent-up demand for the title because of its limited availability in the past. We think it could be our second-biggest seller of the year behind Bond."

Tactics, beginning this summer, include appearances by the Spinal Tap threesome of Christopher Guest, Harry Shearer and Michael McKean on VH1's The List, with Fran Drescher hosting in her record label persona from the movie. Extending the original myth further, the band's drummer has allegedly died, and an unnamed guest drummer will appear on the show, where the group will perform live. The cable net also will air a special "Where Are They Now?" episode dedicated to the band.

MGM links to Listen.com for two online promotions--one is a contest that dangles a chance to be Spinal Tap's next drummer. The winner flies to Los Angeles for the movie premiere and a House of Blues party, where Spinal Tap will perform.

Support includes a two-page ad spread in Rolling Stone. The Web site also will dedicate a section to all things Spinal Tap, with merchandise giveaways.

Radio promotions, college screenings, activity on spinaltap.com, and a memorabilia auction on Amazon.com also support. Disney Channel has linked its first corporate sponsors, Reebok and AT&T Wireless, to its PremEARS in the Park, a 10-city summer entertainment festival. The event, in its fourth year, will feature live-action original movies and music performances from Disney-owned Hollywood Records bands, aiming to draw in more tweens.

Reebok, pumping awareness for its new kids shoe Traxtar, will host games. AT&T Wireless sponsors the Toon Disney section, showing off Disney-themed phone faceplates.

"Our profile has grown, and corporate partners are starting to wake up to us," said Adam Sanderson, svp-marketing at Disney Channel. "Other networks had a stranglehold on a lot of those partnerships in the past."

The tour, which will also be supported by cable affiliate promotions, kicks off in July and hits SFX Entertainment-owned amphitheaters in such cities as Chicago, Dallas and San Francisco.