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Buena Vista Gets Hot For Sell-Through

Buena Vista Home Video’s Walt Disney and Touchstone labels have announced summer sell-through promotions supported by consumer advertising and premium offers.

BVHV claims marketing support for the Disney titles is the most comprehensive ever for $12.99 product. Lead title is “The Prince And The Pauper,” a 24-minute Mickey Mouse feature that played theatrically last year with “The Rescuers Down Under.”

Other titles are “Peter And The Wolf,” “Willie The Operatic Whale” and three new volumes of “Winnie The Pooh.” Street date is June 7.

Three flights of advertising are planned between June 1 and year’s end, including tv and print. Some ads will promote Disney’s entire line of 65 titles priced at $12.99.

The Walt Disney label also will release “The Brave Little Toaster,” a 90-minute animated feature, on July 19, priced at $19.99 suggested retail. The title is being promoted with an insert card in 6.4 million “The Jungle Book” cassettes.

The Touchstone promotion involves eight titles price-reduced to $19.99 and five titles previously priced for sell-through. Street date is June 21.

Titles include “Dead Poets Society” and “New York Stories.”

Walt Disney Home Video also has unveiled its holiday sell-through plans: Sources reveal that the animated features “Robin Hood” and “The Rescuers Down Under” are slated for vid release. The holiday season also should see a second wave of ad support for “The Jungle Book,” released just last week.

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