'Titanic' christened at VSDA

Discount Store News, July 27, 1998 by Robert Scally

Major announcements of new sell-through titles at the VSDA convention have been declining for several years. This year, most of the major studios had already announced their major titles prior to the show or were waiting until after the show's end.

In terms of blockbuster titles, Paramount Home Video's "Titanic" was, of course, the No. 1 topic.

"It's an enviable position to be in," said Michael Arkin, vp of marketing at Paramount Home Video.

All retail segments have been very enthusiastic about the home video prospects for "Titanic," which has become the movie industry's highest-grossing film, Arkin said.

Various industry pundits have been speculating about whether the sell-through priced "Titanic," which will street Sept. 1, will surpass Buena Vista Home Entertainment's "The Lion King" as the best-selling video of all time.

Paramount officials declined to predict how well the title might do, but they did say that they were encouraged by the response from all channels and the strength of preorders that are already being taken by many retailers.

Despite the fact that many backers of the new DVD video format think that "Titanic" is exactly the kind of title that could raise player and software sales to levels approaching a true mass market, as yet, "Titanic" is only scheduled to appear on videocassette. And Paramount officials would say only that the DVD release date for the film has not yet been set.

Adding steam to the considerable sales potential of "Titanic" are a number of promotions designed specially to boost retail traffic, Arkin said.

Consumers who switch their long distance telephone service to Sprint will receive through the mail a voucher worth up to $22 for the purchase of "Titanic" at participating retailers.

The offer will run from Sept. 1 to Feb. 28, 1999, and will be supported by an in-store promotion at more than 5,000 Sprint stores located within RadioShack locations nationwide and by a large scale advertising campaign that will include television, print, on-line and direct mail components.

A similar offer will be made to Sprint's existing customers.

Makeup manufacturer Max Factor is tying into the "Titanic" with its largest-ever marketing campaign.

Max Factor will launch a line of cosmetics inspired by the film and developed with the help of Tina Earnshaw, the makeup artist for "Titanic." With the purchase of a "Titanic" video and $10 worth of Max Factor products, consumers will receive a soft-cover edition of the collectible book "James Cameron's Titanic" by Ed Marsh. The offer will extend from Sept. 1 to Dec. 31.

"With promotions like these, I wouldn't be surprised to see "Titanic" merchandised outside of the video department in some retailers," Arkin said. Paramount's "Titanic" booth at VSDA, a three-story tall wooden replica of the doomed liner, may even set sail for a few other ports.

The massive booth may dock at the Wal-Mart annual store managers meeting set to take place in Dallas next month, but Paramount officials would not confirm the possible voyage.

While "Titanic" may have generated more talk than any other titles, a number of other studios also have major sell-through initiatives in the works. The competition is becoming particularly intense in the children's video genre.

Celebrating a record year in 1997, Columbia TriStar Home Video will be placing special emphasis on kidvid to keep the momentum going this year and into 1999, said Ben Feingold, president of Columbia TriStar Home Video.

A major pact with Jim Henson Home Entertainment was announced in May, and the first fruits of the deal are due Sept. 15 in the form of two episodes of "The Bear in the Big Blue House.

On Sept. 29, Columbia TriStar will issue a three-title repromotion package that includes "Muppet Family Christmas."

Linking to what could prove to be one of the hottest new licensed product lines for young people, Columbia TriStar has secured the North American video rights for Scholastic Productions' "Animophs."

A deal to produce and promote videos based on the popular "Berenstain Bears" books series has also been secured by Columbia TriStar. The Berenstain deal also includes an animated film.

A live-action version of "Madeline" that is currently in theaters could find its way to home video by this holiday season, according to Columbia.

Also on tap are direct-to-video and limited theatrical run kid films "The Swan Princess III, "The Three Ninjas," and "Buster & Chauncey's Silent Night."

Columbia TriStar, as well as its Sony Signatures consumer products licensing sister company, are gearing up for a number of high-profile children's films that will find their way to home video in 2000.

Columbia is working on a big-budget production of E.B. White's "Stuart Little" that is slated for a Christmas 1999 theatrical release. Columbia also recently secured the rights to E.B. White's "The Trumpet of the Swan."

Twentieth Century Fox Home Entertainment is stoking the fires of its already smoking direct-to-video kidvid initiative that was launched last year.