'Spider-Man' Getting $100M Launch on DVD/Home Video

Share this article:
Columbia TriStar Home Entertainment will back the Nov. 1 DVD and home video release of "Spider-Man" with a $100 million marketing campaign, the company's largest effort for a DVD and home video release, the company said.


The campaign will include various efforts by Columbia TriStar and separate promotions with Cingular Wireless, Dr Pepper, Carl's Jr./Hardee's and other marketing partners. All aspects of the campaign are scheduled to begin in October and early November.


Cingular Wireless will sponsor a major consumer promotion supported by mass media. Elements will include a Spider-Man phone bundle similar to the one Cingular offered for the May release of the movie, a DVD-ROM online event and a national sweepstakes.


Dr Pepper will promote the release on more than 150 million products and conduct a national sweepstakes instant-win offer.


Beginning in mid-October, participating Carl's Jr. and Hardee's restaurants will offer Spider-Man 44 oz. collector cups. The partnership also will feature a Cool Kids Combos Halloween bucket. Both will be supported with in-store merchandising.


As for Columbia TriStar, it will run campaigns before and after the DVD and home video release. The prerelease effort will include outdoor marketing and 15-second and 30-second spots on national network, cable and spot-market television, said Suzanne White, Columbia TriStar vice president of marketing.


A major effort will break on the release date continuing through the holiday shopping season and into the new year, she said. It will include a print effort in Entertainment Weekly, People, The Source, Premiere, Teen People and other magazines.


Television ads will run during events such as the World Series, college football and Monday Night Football. Those spots will air on primetime network television. Other television efforts will include commercials on syndicated, late-night and children's programming; and targeted national cable networks/programs.


Rounding out the campaign will be a multi-level radio buy in the top 36 markets and outdoor and mall presence including billboards and bus shelters.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.