Walmart to Launch ‘Epic’ Green Initiative Around Fox Toon

One of the largest homevideo promotions launched by Walmart will promote eco-friendly products

"Epic" $254.1m

Twentieth Century Fox has enlisted Walmart to go green for the homevideo launch of Blue Sky Studios’ “Epic” in what’s considered to be the biggest push for a homevideo title by the world’s largest retailer to date.

Walmart has already introduced its “Epic Green Warriors” campaign at 2,800 stores to help boost pre-orders for the animated film and the DVD and Blu-ray versions of the film when it becomes available Aug. 20.

The digital version of the toon bows two weeks earlier on Aug. 6. Walmart is also promoting that version through its Vudu streaming service.

Effort aims to encourage kids and families to be more eco-friendly and involves brands like Brita, Glad, Green Works and Clorox, covering the household products, grocery and health and beauty categories.

Each product in the program will feature an “Epic Warrior” sticker. A treasure map, available online, via mobile and through in-store ads, will also be made available to shoppers to find the products.

Promo runs through Oct. 1. It will soon feature print ads in All You, Women’s World and First for Women magazines, with online ads and a social media push also planned by the partners.

Radio Disney will also do on-site promotions at Walmart stores around the homevideo launch.

Loosely based on William Joyce’s children’s book “The Leaf Men and the Brave Good Bugs,” “Epic” revolves around a teenager who finds herself in a battle of good and evil deep in a forest. Film has earned $245 million worldwide since May 24.

Separately, Fox Home Entertainment has launched the “Epic Coloring and Storybook Builder” app for nearly all mobile devices as a free download, offering five characters and three backgrounds. App is seen as another way to promote the “Epic” homevideo release to family audiences.

Those who purchase the “Epic” Blu-ray or DVD will be able to unlock 14 additional characters and seven backgrounds with a code, to help create up to 190 different coloring pages.

Through the “Storybook Builder” mode, users can bring their characters to life by selecting their favorite images, recording dialogue, writing the story, and sharing them.