BURBANK, Calif. -- Walt Disney Home Video will release "The Return of Jafar," an "Aladdin" sequel made for home video, on May 20. The 66-minute title prebooks on April 5 and will carry a suggested retail price of $22.99, with a minimum advertised price of $14.75
t opportunity in producing and releasing Disney product exclusively for video and we're pleased to announce this new video category for Disney," said Ann Daly, president of Buena Vista Home Video, Disney's marketing and distribution subsidiary.
"Jafar" also marks the first time Disney has highlighted a minimum advertised price in its publicity materials, said industry observers. Retailers who advertise a title below the MAP are not eligible for co-op funds. While MAPs have been found to be legal in the past, the Clinton administration, through the Justice Department's Antitrust Division, has been looking more critically at this kind of activity.
"Jafar" includes all the major characters from "Aladdin," which goes on moratorium April 30. However, Dan Castellanata -- the voice of television's Homer Simpson -- will replace Robin Williams as the voice of the genie.
Marketing support for "Jafar" will be similar to that of "Pinocchio" and "101 Dalmatians," and will include national consumer television ads, print ads and point-of-purchase materials. In addition, there will be two separate $5 mail-in refund offers.
Consumers can get one $5 refund by purchasing "Jafar" and mailing in the certificate from the package along with four universal product code labels and the corresponding cash register receipts from select Pillsbury dry baking products. A free-standing insert going to about 51 million households will promote this offer on May 22. The offer is good from May 17 to June 30.
Consumers can get a second $5 refund by mailing in the certificate from the "Jafar" package, the video proof-of-purchase and one UPC code label from select Mattel Toys. This offer extends from May 17 to July 31.
