RETAILERS VIEW MCDONALD'S VIDEO PROMO WITH A CAUTIOUS EYE

The recently concluded MCA-McDonald's video promotion was a big improvement over past ones run by the fast-food giant -- and may have even contributed to sales during the holiday selling season, said retailers polled by SN. Yet the majority of retailers remain opposed to the low-pricing and exclusivity typically awarded the restaurant company by the studios. From Nov. 18 to mid-December, for instance,

The recently concluded MCA-McDonald's video promotion was a big improvement over past ones run by the fast-food giant -- and may have even contributed to sales during the holiday selling season, said retailers polled by SN. Yet the majority of retailers remain opposed to the low-pricing and exclusivity typically awarded the restaurant company by the studios. From Nov. 18 to mid-December, for instance, consumers could buy one of four titles from MCA/Universal Home Video, Universal City, Calif.

Register to view the full article