Sizing up video strategies for drug chains

Drug Store News, August 18, 1997 by Allene Symons

In other Lyric news, the studio now distributes the PBS series "Wishbone" on video, has picked up the "Tall Tales and Legends" series and will distribute "Veggie Tales."

* MGM offers both its classic film library and budget lines such as its Movietime Series, and is also creating new classics including the October animated home video title "Babes in Toyland," MOM's first direct-to-video release, based on the classic children's book. (Also see Warner.)

* Paramount offers a library of titles for all ages and demographic groups, from nostalgic films to the top-rated Rugrats videos for kids.

This fall, it has cross-promotions with drug store products. One is Max Factor's tie-in with a trio of glamour cosmetic looks, cross-promoted with Paramount classic video titles.

Paramount's parent, Viacom, gives Paramount opportunities to create seasonal promotions for toys and other licensed products, including Nickelodeon licenses, Peanuts and Star Trek. An example is its Oral-B Stocking Stuffer promotion, featuring the new "Rugrats Chanukah" and "Rugrats: Bedtime Bash" (along with nine other titles). A $1 coupon in specially marked videocassettes is good toward Stocking Stuffer dental products, including Rugrats toothbrushes and toothpastes.

* Polygram Home Video offers opportunities for drug chains in health and fitness videos (with catalog titles such as Reebok, Cher and Jacklyn Smith), along with cultural titles such as "Lord of the Dance" and NFL titles. Its Superbowl series, said director of special markets Sal Scamardo, has been supported by drug stores as a cross-promotional opportunity with snack and beverages.

Polygram also offers children's video, including Richard Scarry titles and Bananas in Pajamas.

* Republic Home Video offers a wide range of titles, including a budget line, and has the third-largest classic library, including titles such as "A Wonderful Life" (James Stewart). This studio aims for films with name recognition cachet, such as author Stephen King, stars such as James Woods, Kiefer Sutherland and Cary Grant, and producers such as Oliver Stone and Martin Scorcese.

* Sony Wonder offers children's videos with some of the most recognizable characters on television and in bookstores, including Elmo and Big Bird from Sesame Street, Dr. Seuss video titles and others based on bestselling children's books from Random House, with price points of $9.00 to $12.98 for the drug store market. Sony Wonder also creates third party promotions and works with drug chains to create special in-store promotions with special signage, coloring contests, balloons and other elements.

* Twentieth Century Fox Home Video senior vice president of sales Ray Gagnon explained that this studio expects Fox Kids Video--with recognizable names including Garfield, Dr. Seuss and Where's Waldo--to be strong in drug, since in the drug channel video is largely impulse purchases and many titles are less than $10. The Fox Kids titles, with price points between $5.98 and $11.98, "are perfect for Moms going in to get cosmetics and prescriptions," said Gagnon.