Sony’s ‘Spidey 2’ DVD Lures Corporate Muscle
LOS ANGELES (Hollywood Reporter) – Already having ensnared more than $370 million at the U.S. box office, “Spider-Man 2” is spinning a whole new $100 million marketing and promotional web to back the release of the film on DVD and VHS on November 30.
The marketing campaign for the two-disc DVD — featuring more than 10 hours of exclusive content — includes national television, print and radio advertising through January, shopping mall promotions and billboards as well as promotions with eight brand partners, according to Sony’s Columbia TriStar Home Entertainment unit.
Energizer Batteries, Embassy Suites, Activision, Orville Redenbacher, Red Baron, Crest SpinBrush and sister companies Sony Electronics and Sony Music have all signed on for one of the studio’s largest marketing and promotional campaigns for a DVD release.
“It’s comparable to the first ‘Spider-Man’ (home video release) in size. What’s different this time is the breadth of promotional partners,” Columbia TriStar vp marketing Tracey Garvin said. About half of the $100 million support for the DVD release comes from the promotional partners.
Another element of the campaign will be “Spider-Man 2” TV spots and a nearly three-minute trailer featured on Regal Entertainment’s 6,000 screens.
Embassy Suites will promote the film through national cable television and print, online and direct-mail advertising. Activision will run an integrated national television and print advertising campaign supporting both its video game and the DVD release.
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