Warner marking 75th anni with video push

To commemorate its studio’s 75th anniversary, Warner Home Video will implement a comprehensive marketing campaign to promote the release of more than 350 homevideo jewels while tapping all divisions of the conglom. The studio expects to put more than 20 million vids into the marketplace during the promotion, which will run through 1998.

The program, which was unveiled Wednesday night during a gala dinner presentation held for retailers at the Warner Bros. studio lot, will boast enhanced collector’s editions, remastered homevideos and newly packaged sets, all featuring 75th anniversary packaging.

“We’re proud to make available these classic movies from what is the largest motion picture library in the world,” said Warren Lieberfarb, prexy of Warner Home Video.

An aggressive slate of network TV, docus and print ads, as well as the theatrical re-release of certain products, will combine to tout the celebration.

Cross-promotions, coupons and other tie-ins with Warners subsids such as theme parks, Time-Warner publications and the conglom’s music arm, will also be used to heighten consumer interest.

“We are very excited about this celebration because it gives us the opportunity to salute and acknowledge all the wonderful films that have come from this studio since it first rose to prominence in 1927 with the release of the first talking picture,” said Bob Daly, co-chairman/co-CEO of Warner Bros.

Films on the slate range from the classics “Casablanca,” “The Treasure of Sierra Madre” and “The Wild Bunch” to Clint Eastwood’s “Dirty Harry” series and John Wayne starrers like “Rio Bravo” and “Cahil: U.S. Marshal.” More contemporary pics such as “Driving Miss Daisy” “Chariots of Fire” and the “Lethal Weapon” and “Batman” series are also included.

The studio will also sponsor 75th Anniversary Film Festivals during which themed movie salutes will air on web and cable outlets with backing by studio-created promo spots pointing to the vid availability of the classic pics.

Select films will also be offered in limited-run theatrical release slates, which will be promoted by sweeping ads and publicity campaigns.

The studio’s pics to be shown in theaters in 1998 will boast a 75th Anniversary logo, and some will carry a promotional trailer heralding the vid availability of the classic films.

Turner cable outlets and cable channel TNT will air four, one-hour docus produced by noted documentarian David L. Wolper and Turner Original Pictures Prods.’ Pat Mitchell that were specifically produced for the anniversary. The docus will explore the studio’s filmmaking legacy.

One spec will air in each quarter of 1998, with the first set for a January bow to highlight the studio’s “Award Winners.”

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