U mounts massive TV, radio, tie-in campaign
Universal Studios is hoping that its costly sequel “Babe: Pig in the City” will bring in far more bacon on video than its disappointing $17 million performance in theaters.The studio’s homevideo division is readying a massive campaign to tout the pic’s video release on May 4, through TV, radio and major product tie-ins. Deals have been inked with Aunt Jemima Frozen Breakfast Products; the Jel Sert Co.’s Wyler’s, Flavor Aid and Flavor Ice brands; the LifeSavers Co., and Sound Source Interactive. The advertising rollout is planned to begin mid-April.
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