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MCA/U plans big push for ‘Dinosaur’s Story’

MCA/Universal Home Video will back its March 15 homevideo release of “We’re Back! A Dinosaur’s Story” with an extensive marketing and advertising campaign, relying on a two-tiered approach aimed at both adults and children.

The Steven Spielberg presentation, which racked up a disappointing box office tally of just $ 8.3 million, is expected to gain a new lease on life through its homevideo rollout.

MCA will not release the film to PPV until after January 1995.

MCA will offer the vid in clamshell packaging, a first for the homevid arm. The box will contain two inserts, one in the form of coupons for discounts on products from several manufacturers, including Nestle, Hertz and First Alert. Coupons for Universal’s theme parks will also be included.

To attract the younger set, the second insert in the vidcassette will sport a sheet of reusable stickers. The film’s soundtrack will also be tied into the vid release to spark interest.

MCA will use a two-step national advertising campaign of spot, cable and print buys, alerting viewers of CNN, TBS and VH-1 to the release. A second campaign push the week of March 21 through April 3 will attempt to capitalize on the heavy Easter store traffic.

The film features the voices of John Goodman, Jay Leno, Rhea Perlman, Walter Cronkite, Martin Short and Julia Child.

Separately, the company discussed its plans to tap into the vast Universal library, releasing vintage TV series and feature films on video as part of a stepping-up of its slate of classic titles.

Earmarked for release are additional Bing Crosby/Bob Hope road pictures and a slew of Alfred Hitchcock pix aimed at sell-through, including “Rear Window” and “The Birds.”

The company will also release additional “Quantum Leap” and “Exosquad” TV episodes in the upcoming quarters, capitalizing on the cultlike following of the programs. Recent features, such as “Carlito’s Way” and “For Love or Money,” will have early ’94 street dates.

Craig Relyea, VP of marketing for MCA Home Video, expects the plans for an aggressive release slate to necessitate the hiring of additional staffers in the vid arms’ marketing unit.

“We’ll be hitting the street with a wide variety of titles,” Relyea said, “and we’ll need the additional staff support to help us market them.”

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