Major studios roll out kidvids for Q4, and beyond

Discount Store News, Nov 17, 1997

LOS ANGELES - The major movie studios continue to extend some of their more popular children's video lines as the fourth quarter draws to a close and the curtain rises on 1998.

WarnerVision, as part of Warner Home Video's 75th Anniversary celebration, will release a feature-length "The Bugs Bunny/Road Runner Movie" on Feb. 3, 1998 (pre-order date is Jan. 6 with a suggested list price of $14.95).

"It's one of the best Looney Tunes films we have, and we're putting a new spin on it," said Dan Capone, director of marketing for WarnerVision Family Entertainment. "It's really the only Looney Tunes movie, besides `Space Jam,' that's in the marketplace."

Warner has remastered the film, redesigned the package graphics and is putting the title in clamshell packaging. "The Bugs Bunny/Road Runner Movie" was originally released in 1979.

Looney Tunes cartoon characters remain as some of the most popular, Capon said.

"Bugs Bunny has 100% awareness among kids and moms; Tweety has 97%; Daffy has 98%," Capone said. "We're talking about characters who have a huge awareness and huge Q scores with kids."

The title will also have extensive merchandising, cross-promotional and advertising support.

"It's one of the key kick-off events for the 75th anniversary," Capone said.

The film has a tie-in with V-8's new line of juices that includes a $3 mail-in rebate on the purchase of the movie, in-store POP and a nationwide FSI that will appear March 22. As with many of the titles that Warner will be releasing for its anniversary, "The Bugs Bunny/Road Runner Movie" will include a coupon booklet for $150 in savings on licensed merchandise from Warner Bros.

WarnerVision, through its KidVision unit, is also extending and re-promoting its highly successful "Real Wheels" video series.

The live-action series is built on boys' fascination with things that float, fly and roll, the company said. The series takes kids inside the machinery, such as fire trucks, airplanes and heavy construction equipment, and lets them hitch a ride.

More than 2 million copies of the 12 existing "Real Wheels" titles have been sold.

The latest title in the series, "There Goes a Garbage Truck," will street Jan. 27 (pre-order date Jan. 6) at a new low price of $9.97.

"We're making no bones about the fact that these titles are for boys," Capone said. "Some girls do watch them, but it's mainly the boys who are interested."

The live-action family film "Buddy" from Columbia Tri-Star Home Video will street Jan. 13 (pre-pack order date Nov. 20). Starring Rene Russo and special effects created by Jim Henson's Creature Shop, "Buddy" is the story of a baby gorilla raised by an eccentric socialite. "Buddy" is based on the true story of 1920's socialite Gertrude "Trudy" Lintz. "Buddy" will have a minimum advertised price of $14.95.

Universal Studios Home Video is adding to its popular "Land Before Time" franchise with the Dec. 9 street date of "The Land Before Time V: The Mysterious Island."

Packed in a clamshell case, "The Mysterious Island" will have a suggested list price of $19.98.

The title will also be backed with promotions that include a $3 mail-in rebate, with the purchase of the new title and any other title in "The Land Before Time" series. A national Dairy Queen promotion in February 1998 and a coupon for a free kid's entree meal with the purchase of an adult entree at Denny's are also part of the promotional package.

Major TV and print advertising supporting the title will appear during the last week of December and the first week of January 1998.

Universal is also re-promoting the entire "Land Before Time" catalog at a $19.98 suggested retail price and "The Land Before Time Sing-Along" at $12.98.

The gift market hasn't been forgotten in the re-promotion. Universal is also offering "The Land Before Time" Boxed Set containing videos I through VI.

Twentieth Century Fox Home Entertainment through its association with Saban Entertainment will be releasing a number of new kidvid titles next year, including a new Power Rangers title in November.

A new Beetleborgs title is expected from FoxVideo in January.

Due in the fall of 1998 from Fox and Saban is the launch of a line of Captain Kangaroo videos for preschoolers based on the recently relaunched classic television program that is currently airing in syndication and will soon be featured five days per week on the Family Channel.