‘Lost’ will roar into vid world

Backed by a gargantuan marketing campaign, Universal Home Video will launch the homevideo of Steven Spielberg’s blockbuster “The Lost World: Jurassic Park,” on Nov. 4, just in time to fan the holiday sales flames.

The pic, which has grossed more than $435 million in worldwide box office, will launch on vid with an unprecedented $50 million in marketing support.

Universal execs expect “Lost World,” with a suggested list price of $22.98, to rival sales of the first “Jurassic Park” pic. Industry insiders estimate more than 18 million vidcopies of that film have been sold since its release in July 1996.

The vid will compete with the season’s other high-profile title, Warner Bros.’ “Batman & Robin,” which will bow Oct. 21 and be backed with a two-prong promo tie-in combining the studio and its music group.

To lure buyers, the vid will include unique packaging (a removable 3-D “Dino-Motion” card), extensive point-of-sales materials (including standees, buttons and static clings), media support (hefty TV and print advertising and an on-line site) and multiple cross-promotional programs.

Universal has linked with Tropicana Pure Premium Brand and Discover Card for multimillion-dollar promotional programs and advertising campaigns.

Tropicana will feature a $5 mail-in rebate offer and a consumer sweepstakes to win one of five family vacations to the Hawaiian island of Kauai, and will promote the vid promo on Pure Premium packages and via an insert in each vid copy of “Lost World,” as well as with in-store point-of-sale displays.

Consumers using their Discover Cards to purchase the vidcassette are eligible to receive a pair of free binoculars, and can win a family vacation to Universal Studios Hollywood.

The program is expected to create an “unparalleled 8.5 billion consumer impressions before, during and after the vid’s street date and continuing through the holidays,” according to execs.

“We are confident the homevideo release of ‘The Lost World’ will duplicate the unprecedented success of ‘Jurassic Park,’ ” said Louis Feola, prexy of Universal Home Video.

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