Hoffman to Honcho Group Pitch for Universal

Brandweek, Sept 18, 2000 by Theresa Howard

As the home video market continues to apply the same marketing tacks that studio parents apply to theatrical releases, Universal Studios Home Video is stepping up its efforts and has elevated Hilary Hoffman to vp-brand marketing for the group.

Hoffman, based in Universal City Calif., previously served as executive director of marketing for Universal's home video rental and resale lines. In that post she handled display and positioning for maximum exposure, and worked with the sales force to devise in-store promotions for both rentals and video sales to consumers. In her new post, she will continue to oversee video rentals but will take on the added task of DVD rental and sales. She will report to Ken Graffeo, svp-marketing for Universal Studios Home Video.

"As the DVD side of the business is getting started, we are developing marketing opportunities," said Hoffman. "As the business grows and we are putting more units out there, DVDs become more appealing to promotional partners."

Hoffman has already embarked on such promos with an upcoming Halloween program that will issue decoder card game pieces in DVD copies of The Bone Collector and End of Days. Consumers can log onto Universal and the computer screen will reveal whether the card is a winner.

The home video division, which is soon to become part of Vivendi Universals--the global media and communications company that Seagram is forming through the spinoff of its spirits business and merger with Vivendi--is part of Universal Studios.

In earlier positions at Universal, Hoffman served as director of marketing international, which followed a stint in a similar position for U.S. domestic rentals and releases.