Fox builds year's biggest campaign for Horton
DVD, Blu-ray sets to bow Dec. 9
By Susanne Ault -- Video Business, 7/29/2008
JULY 28 | 20th Century Fox Home Entertainment is launching an extensive $25 million campaign for Dec. 9 release Dr. Seuss’ Horton Hears a Who!.
Two-disc DVD and Blu-ray versions of Horton will include digital copy.
Grossing $154 million in the U.S., Horton Hears a Who! was a hit for Fox and will benefit from an extra large promotional push. Horton, which premiered in theaters in March, will have one of the longest screen-to-DVD windows for a fourth-quarter title.
Horton will street as a single disc ($29.98) and two-disc special edition ($34.98) in standard-definition. It also will bow on Blu-ray ($39.98) and as a DVD gift set, featuring a Horton plush toy ($39.98). Both two-disc and Blu-ray versions will hold a digital copy. All prebook Nov. 11.
Touted as Fox’s largest DVD marketing effort of the year, the Horton campaign is valued at more than $25 million and is expected to generate 1.6 billion consumer impressions spread across TV, print, radio and Web. The campaign should span well after street date and into the New Year.
The Macy’s Day Parade will be a key Horton launch pad, as the annual Thanksgiving Day event will star a helium balloon shaped as the lead elephant character. Macy’s also will offer an exclusive plush Horton toy at its 800 stores nationwide.
Energy Star, a program affiliated with the U.S. Environmental Protection Agency and the U.S. Department of Energy, will roll out a print/TV PSA campaign tied to Horton. The program is taking advantage of Horton’s green messages to educate children about how they can help save the environment.
Additionally, L’Oréal Kids will distribute 300,000 units of themed shampoo, stamped with Horton DVD signage, to retailers nationwide.
Bonus feature highlights include picture-in-picture commentary on the Horton Blu-ray version. Both the Blu-ray and two-disc special editions will have several featurettes, cast and crew interviews, a memory game, deleted footage and animation screen tests. (Click for the full list of special features on Disc Dish.)
