MCDONALD'S SEES PREMIUMS HEATING GROWTH

BEVERLY HILLS, Calif. -- Fast-food giant McDonald's attributes double-digit growth in home video and distribution over the last four years in part to its controversial marketing of hit sell-through titles as premiums.In a keynote address here during the Star Power '96 Entertainment Marketing Conference, David Green, senior vice president of marketing for the Oak Brook, Ill.-based corporation, said

BEVERLY HILLS, Calif. -- Fast-food giant McDonald's attributes double-digit growth in home video and distribution over the last four years in part to its controversial marketing of hit sell-through titles as premiums.

In a keynote address here during the Star Power '96 Entertainment Marketing Conference, David Green, senior vice president of marketing for the Oak Brook, Ill.-based corporation, said McDonald's has been able to "create awareness and demand for video ownership unpreceden

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