Does Miramax Hire Suggest Promo Shift?

Brandweek, June 28, 1999 by T.L. Stanley

Is Miramax, the mini-major studio that launched a thousand art-house favorites, on the verge of changing direction, releasing films with more of the cross-promotional hooks that appeal to corporate America? Many in Hollywood have been asking the question since the recent hire of promo veteran Lori Sale, founder of Marketing Mix, St. Louis, to head up the studio's promo operations (she takes over for John Polwrek, whose contract wasn't renewed).

Though the answer is mostly no, Sale says Miramax is heading into at least two films that are "candidates for the more traditional QSR (quick-serve restaurant) kind of program," which, if inked, would be a first for the studio. In summer 2000, which is becoming stuffed with teen and family fare, comes Spy Kids, about siblings who must rescue their CIA operative parents. "It's a family premise, not unlike a Nickelodeon property," Sale said. Also: Texas Rangers, a period Western with Gen Y stars James Van Der Beek, Usher and Rachael Leigh Cook. "We won't do tie-ins for their own sake, but for relevance," Sale said. "And the studio has always felt its movies were promotable."

Though the potential has existed, the partnerships have been scarce (with the notable exception of Tommy Hilfiger for last holiday's The Faculty). Miramax marketing chief Mark Gill said recently that he believes corporate America will begin to look harder for quality entertainment, along the lines of the almost-consummated deal with Ralph Lauren for The English Patient. Case in point: Music of My Heart, a fail release based on a music teacher in the inner city, with Meryl Streep, Angela Bassett and Gloria Estefan, will get grass roots hype from VH1's in-school Save the Music and the National Academy of Recording Arts & Sciences. Sale, who relocates to L.A. next month and won't sell Marketing Mix, also will cut deals for Miramax video and TV (prime property: ABC's Wasteland from Kevin "Dawson's Creek" Williamson) and hopes to use Tina Brown's Talk as entry with fashion and other cutting edge marketers.

Sony Wonder and Golden Books Family Entertainment expand their relationship with M&M/Mars and add Commodore Cruise Lines to cross-promote classic holiday video fare Rudolph the Red-Nosed Reindeer, Frosty the Snowman, Little Drummer Boy and others. M&M/Mars' program, which includes Snickers, Milky Way, Twix, Dove and 3 Musketeers brands, gives away a Rudolph bean bag with video and candy purchase, and tags the promo on 40 million miniatures packages. A November FSI and retail displays support. An online sweepstakes via Sony's sites gives away a family vacation. Sears Portrait Studio also plans an online contest giving away the holiday videos. Sony and Golden Books will run a TV campaign and print ads in parenting books for the vid collection.

Putumayo extends its brand into syndicated radio with a weekly world music show that is cleared to run in more than 70 markets, with Tom's of Maine as sponsor. Putumayo, which leverages alternative distribution such as book stores and coffee shops, "can't rely on conventional avenues to get our music played on the radio," said svp-marketing David Hazan. The radio show, to air through Labor Day and likely beyond, will get POP, listener giveaways, and print ads in Utne Reader and alternative weeklies.

Moving and shaking: Barbara Watts, who sold her L.A. promo shop, Barbara Watts & Associates, last year to The Guild Group and left shortly thereafter, has taken the vp-promotions job at Universal Home Video, lately a revolving door for execs... Long-timer Dale Hopkins is leaving E! Entertainment Television, where she had run marketing.

Last week's heave-ho at MGM booted Linda Berman, evp of the year-old consumer products division, casting doubt that the studio will continue pursuing the "brand portfolio" program that Berman created and championed. Though a few deals were signed, including one for glam home furnishings, the licensing community never fully got behind the premise that consumers identified strongly enough with MGM that they would demand branded product, or pay a premium for it. In hindsight, some in the industry wonder if it was all an exercise to prove equity to stockholders. Or was it a genuine attempt to recreate the studio licensing model? Whatever the impetus, here's the future, in all likelihood: MGM will return to property-based licensing, for such franchises as James Bond and Pink Panther, realizing that it's the entertainment, not the studio imprimatur, that drives the business.