You will be redirected back to your article in seconds

Disney leashes ‘Dalmatians’ vid to major tie-in campaign

With promotional help from Nestle, Alamo Car Rental and Alpo dog food, Walt Disney will back the April 15 homevideo bow of “101 Dalmatians” with its largest marketing campaign for a live-action film.

The vid release will be accompanied by the launch of hundreds of new “101”-themed consumer products, many of which will make their debut at the Toy Fair, which kicks off today in New York. The vid will retail for $26.99.

Disney Interactive also is bowing its highly anticipated CD-ROM game in conjunction with the vid, which is based on the game featured as a plot pivot in the Glenn Close-starring film.

Plan of attack

The studio’s vid arm will back “101 Dalmatians” with an aggressive slate of print and electronic media as a way of ensuring that the $130 million box office hit finds a large audience.

“Our research has shown enormous purchase intent for this movie,” said Dennis Rice, senior veep of marketing for Buena Vista Home Video. “With our extensive companywide synergistic and promotional partnerships, as well as the continued strength of licensed merchandise, (this video) will be a huge hit.”

The licensed merchandise line spawned by the film boasts more than 142 licensees creating more than 17,000 product lines.

Retail connections

Nestle will offer a $5 mail-in rebate when consumers purchase the vid plus four of the manufacturer’s specified products. The company also will tout its tie-in with a national TV ad campaign, in-store displays and 50 million newspaper inserts.

A pair of instantly redeemable coupons will grace select Alpo products, while Alamo Car Rental is offering $20 off a car rental with a vid purchase.

Disney will team with its interactive arm to create $25 in savings, and will add a promotional trailer for “101” on the March vid releases of 24 million copies of “The Hunchback of Notre Dame” and “Honey, We Shrunk Ourselves.”

Popular on Variety

More Scene

  • Elizabeth McGovern, Laura Carmichael, Jim Carter,

    'Downton Abbey' Movie Sequel? Producers Tease That They Have 'Some Ideas'

    “Downton Abbey” holds the record as the most-nominated international show at the Emmy Awards with 69 nominations and 15 wins — and now, it stands a chance to nab an Oscar. More than three years after the beloved series signed off the air following six critically-acclaimed seasons, “Downton Abbey” is making its big-screen debut. “It [...]

  • Thandie Newton and Regina King70th Primetime

    Emmys 2019: The Ultimate Party Guide

    The 71st annual Emmy Awards may be going hostless this year, but that doesn’t mean the big night will be any less of a celebration. For all the details on the biggest bashes happening this week and throughout the weekend, check out Variety‘s Ultimate Emmys Party Guide below. Tuesday, Sept. 17 Variety’s Showrunners DinnerEveleigh, 7:30 p.m [...]

  • Democratic presidential candidate Marianne Williamson waits

    Marianne Williamson Attends Project Angel Food Gala Honoring Jamie Lee Curtis

    Author, activist and Democratic presidential candidate Marianne Williamson has a personal connection to Project Angel Food — and not just because she founded the charity 30 years ago. At Saturday night’s anniversary gala at the organization’s Hollywood headquarters, she explained the link between the nonprofit and her daughter, India Emma: “I always know how old [...]

More From Our Brands

Access exclusive content