Disney to launch monumental promotion for Snow White release - Walt Disney, Snow White and the Seven Dwarfs

Discount Store News, May 16, 1994

LOS ANGELES -- Retailers are bound to live happily ever after if the release of Walt Disney's Snow White and the Seven Dwarfs, planned for Oct. 28, comes anywhere near what's expected.

"Snow White is the first and most desired Disney animated motion picture in a collection of films that has amassed sales of well over 160 million videocassettes," said Ann Daly, president of Buena Vista Home Video. "As we prepare for its video debut, we're pooling all the resources of The Walt Disney Co. and our vast experience and incomparable success with the sell-through market to make sure that the millions and millions who love this film will know they can now own it and where they can get it."

The film, available in video and laserdisc, priced at $26.99 and $29.99, respectively, will be backed by a very aggressive marketing effort.

The campaign will include the industry's first instant redeemable coupon booklet, which will be attached to the outside of all Snow White and the Seven Dwarfs videocassette packages.

The booklet offers consumers up to $5 off several Disney titles including Winnie the Pooh, The Brave Little Toaster and Tim Burton's The Nightmare Before Christmas.

There is also a $5 mail-in refund available from Disney with the purchase of Snow White plus the purchase of any available Disney classic video.

Another important ingredient in the marketing campaign is a tie-in with Pillsbury. The tie-in calls for a $5 mail-in refund with the purchase of Snow White and selected Pillsbury products.

The release will be backed by a vast TV, radio and print advertising initiative. Retailers will be offered point-of-purchase materials like a 6-ft. standee, 24-, 48-and 96-pieces pre-packs, theatrical-sized posters, banners and shelf talkers.

The film will be supported by Disney's most extensive cross-promotional trailering effort. Trailers for the film will be seen on Disney sell-through releases through the end of the year. Further, company-wide synergistic activities are planned with Walt Disney Records and Disney Consumer Products, Disneyland and Walt Disney World and other Walt Disney Studios divisions.

In addition to the debut, limited quantities of a Deluxe Collector's Edition will be available on both video and laserdisc for $79.99 and $99.99, respectively.

The Collector's Edition will include a commemorative "Making of Snow White and the Seven Dwarfs" videocassette; an illustrated, hard cover book titled "Walt Disney's Snow White and the Seven Dwarfs & Making of The Classic Film" and 10 limited lithographs of original theatrical posters.

Unveiled this fall alongside Snow White is Disney's Masterpiece Collection. It provides a completely redesigned look which will be utilized for the company's regularly available classics.

Other upcoming releases by Disney and its subsidiaries include: The Return of Jafar, May 20; Heidi, June 24; The Dark Crystal, July 29; Muppet Classic Theater, Aug. 12; Tim Burton's The Nightmare Before Christmas, Sept. 30 and Winnie The Pooh And Christmas Too, Nov. 25.