Lionsgate lines up merchandising for Thomas DVD
Plans biggest marketing campaign for Hit title
By Susanne Ault -- Video Business, 8/12/2008
AUG. 12 | Lionsgate will support the unique Pierce Brosnan star power in Thomas & Friends: The Great Discovery Movie with its largest marketing campaign yet for a Hit Entertainment title.
Kristin Moss, Lionsgate VP of marketing, promises the most extensive TV, print and online blitz for the franchise this year. Great Discovery also will be supported by a new line of toys and books themed to the movie. PBS is slated to air the film just prior to its retail launch.
Earlier in July, Lionsgate rolled out in-theater promotions to more than 3,500 screens. Additionally, Great Discovery will be hyped on the Thomas the Train Web site, which attracts more than 11 million page views a month.
Great Discovery, streeting on Sept. 9, marks Thomas & Friends’ first feature-length made-for-DVD release. Featuring Thomas the Tank Engine with Brosnan narrating, Great Discovery is Lionsgate’s seventh release from Hit’s animated series stable.
20th Century Fox Home Entertainment oversaw Hit content distribution prior to Lionsgate taking the reigns on the label, which also is home to Barney and Bob the Builder properties.
“In the past, [Thomas] products weren’t as integrated together, where now they are being released at the same time as the title,” said Moss. “We will be leveraging the fact that Thomas is the No. 1 brand for preschool boys.”
She noted that more than 45 million Thomas DVD units and 55 million Thomas books have been sold to date. In 2007, [the franchise’s] toys generated $850,000 in sales.
Moss believes Thomas fans will be attracted to the latest DVD installment.
“They are definitely very loyal to the brand, where they can’t get enough of it,” she said, citing research that 30% of Thomas consumers own more than 20 toys. “Thomas is a tentpole for the year and represents the most marketing we’ve put behind a Hit movie.”
Lionsgate is investing well in these efforts, she adds, as Thomas’ popularity keeps surging.
“This is on track to be a $1 billion brand by 2010,” Moss said.
