'Titanic' awareness is unsinkable, but Paramount still seeks video allies

Brandweek, March 30, 1998 by T.L. Stanley

Although Its awareness by now must verge on 100%, Titanic will get a broad-based consumer promotion around its home video release that could include Pepsi as cornerstone partner. Paramount, which handles domestic promotions for the video, also has had talks with General Mills and Burger King, plus upscale, romance-themed partners akin to those who promoted the theatrical release in the international market.

Execs at Pepsi's promotion agency, Davie Brown, Los Angeles, are eyeing a deal that would promote the movie in convenience stores, supermarkets and other retail outlets--if it can still be worked into Pepsi's schedule without having to bump or cut short an existing program. With typical video rebate programs seen as having diminishing impact, execs are seeking a more novel approach. General Mills likely will tie in across a number of cereal brands, and talks continue with No. 2 fast food chain Burger King.

Hollywood insiders say Paramount could ask for fees from tie-in partners above and beyond marketing dollars. Having surpassed Star Wars as top-grossing movie of all time, the Oscar winner may not need help selling videos, but a hefty slate of partners might ease Paramount's reliance on expensive ads. The studio is predicting 25-30 million units sold, which would best reigning champ The Lion King.

The projected August release date could cause problems for some potential partners who either have summer programs in place or have locked initial stages of back-to-school campaigns, But video retailers like that timing, during a doldrums when there's also relatively little competition.

Under mandate from top dog Rupert Murdoch, News Corp. has assembled a team of execs to maximize advertisers' and marketers' opportunities across its disparate divisions.

Fox veteran Roger Fishman heads the group, which consists of East Coast and West Coast operations. In New York will be Cain Lanahan, formerly of Coca-Cola, and Kevin McAuliffe, a former promotions exec at NBC. In Los Angeles: Fox promotions svp Mark Stroman, and Spencer Moseska, one of his staffers. Like Viacom, Warner Bros. and Disney, with similar cross-divisional efforts, News Corp. hopes synergies will happen if staff can overcome the territorial part of human nature that says, "Hey, I've made my deal, you make your own."

Capitalizing on rock stars' roles as style setters, Time Warner's Atlantic Records and top modeling agency Wilhemina Models have inked an exclusive representation deal to hawk label artists as catwalk models, spokespeople and photo shoot subjects.

No. 1-selling Atlantic's artist roster includes Jewel, Brandy, Jill Sobule, Stone Temple Pilots and Matchbox 20. Potential clients also would benefit from the boatload of money Atlantic spends hyping the artists through tours, music videos, record signings and other appearances.