Walt Disney has announced plans for its second video rollout of “Pinocchio,” the campaign to include ties with Colgate-Palmolive and General Mills, special edition copies, and the title’s laserdisc debut.
“Pinocchio,” which was re-released theatrically last year, will hit stores March 26 for a limited release, end date to be determined. The videocassette will be priced at a suggested retail of $ 24.99.
The laserdisc edition will list at $ 29.99, with a kids video and activity kit available for $ 34.99, the latter including the cassette, a full-color storybook, a four-piece figurine play-set, and an illustrated “Play N’ Stage Theater” for the characters. Deluxe editions of the videocassette and laserdisc will be slotted at $ 99.99.
The title was previously released on vid in 1985 by Disney at a suggested retail of $ 29.95, backed at that time by the company’s most aggressive push ever for a single-title release.
Tania Steele, Disney VP of worldwide publicity,said the title had previously moved 600,000-700,000 copies at a time when the video market was “immature. There are now 40 million videocassette owners. The appetite for ‘Pinocchio’ has been high for a long time.”
Steele said the company’s ad spending for the second rollout is “in line” with previous efforts, although it would exceed “101 Dalmations,” one of the company’s biggest video sellers ever.
The new “Pinocchio” campaign kicked off Oct. 30 with trailers on the front of every “Beauty and the Beast” videocassette shipped, as well as a cross reference sheet inside.
Disney also plans national network TV advertising to begin before street date and continue after. Local and spot advertising, national print, a co-op campaign and point-of-purchase materials will also be part of the marketing.
Consumers can get a $ 4 mail-in rebate on the release with additional purchase of selected Colgate oral care products, the deal to be touted with network advertising, a free-standing insert and POP materials. The refund offer will run from the street date until May 31.
Disney’s General Mills tie-in will see “Pinocchio” featured on more than 7 million boxes of Kix cereal. In addition to video mentions on the front of the box, the back panels will feature two “Pinocchio” Kids Collector’s Cards. A total of four sets, or eight cards in all, will be available from street date until May 31.