BURBANK, Calif. - "Pocahontas" will come to the home video market March 6 with promotional ties to a wide range of Nestle products and Ralston Food's Chex cereal line, said Dennis Rice, sneior vice president of marketing at Buena Vista Home Video here.
The combined marketing efforts will create the largest single video release of the year, said Rice. The plan includes Buena Vista, which is Disney's video sales and distribution subsidiary, the two packaged goods companies, Mattell and a "national quick-serve restaurant."
"It stacks up to be probably the biggest marketing event in entertainment for the grocery store channel in 1996," said Rice. Although Rice would not predict the number of units "Pocahontas" would sell, he said, "We believe this is going to be a huge title for us that will rival anything we have done before."
The marketing campaign "is probably as comprehensive, if not more comprehensive than what we did on 'Lion King,'" he said.
By tying in with Nestle and Ralston, "this is a conscious effort on our part to embrace the grocery store distribution channel for 'Pocahontas,'" said Rice. The combined sales calls with these companies will be "the most extensive sales coverage that we have had on any animated feature."
The release date is set "to anniversary" that of "The Lion King" earlier this year. This will help retailers make comparable numbers for that time period. he said.
"We want to let the retailers know that we understand the grocery store distribution channel," he said.
The components of the marketing campaign will include:
A $5 mail-in rebate from Nestle following the purchase of "Pocahontas" and a number of Nestle products.
A cross-promotion with Chex cereal from Ralston Foods. This will include a sweepstakes, a national freestanding insert and television advertising.
A $5 mail-in rebate when consumers buy "Pocahontas" and a second video from the Masterpiece Collection or Family Film Collection lines.
A "Pocahontas" premium, that is worth $15, for $5.99 with the purchase of a Mattel "Pocahontas" toy and the video
A "national quick-serve restaurant" promotion, which will include a "Pocahontas" premium. Rice would not identify the chain, but Burger King cross-promoted with Disney on the theatrical release of "Pocahontas."
