Walmart to Launch ‘Epic’ Green Initiative Around Fox Toon

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

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.

More Biz

  • Grammy Awards 60th Annual Grammy Awards,

    Recording Academy Paid Millions Annually to Outside Law Firms

    Among the concerns listed in a memo sent to the Recording Academy’s head of HR by president/CEO Deborah Dugan before she was placed on administrative leave Thursday was an item about the organization’s “exorbitant and unnecessary” legal fees to outside law firms, according to sources familiar with the document. According to the most recent 990 [...]

  • Chuck D of Public EnemyGods of

    Public Enemy’s Chuck D Slams Grammys Over Deborah Dugan Ouster

    Chuck D, frontman of Public Enemy — who are receiving the Lifetime Achievement Awards at the Grammys next week — posted a long statement on Instagram criticizing the Recording Academy over its sudden ousting of new president/CEO Deborah Dugan yesterday. Dugan, who had been in the job only five months, was placed on administrative leave after [...]

  • Any Given Wednesday With Bill Simmons

    Spotify in Talks to Acquire Bill Simmons' The Ringer: Report

    Spotify is in early talks to acquire The Ringer, the digital content and podcast network launched by ESPN alum Bill Simmons in 2016, according to a report in the Wall Street Journal. A representative for Spotify declined to comment on the report. Reps for Ringer did not immediately respond to a request for comment. Spotify’s [...]

  • Deborah Dugan arrives for the 20th

    Deborah Dugan's Recording Academy Ouster Follows Multiple Tussles With Board

    “Change is afoot,” Deborah Dugan said more than once during interviews with Variety in the weeks before her shocking removal from her post as president/CEO of the Recording Academy after just five months on the job. During those conversations, Dugan spoke of changes she planned to make in the Academy’s staffing organization, its Board of [...]

  • Weinstein Trial

    Does Harvey Weinstein's Jury Selection Strategy Make Any Sense?

    Harvey Weinstein’s defense team appeared to have a strategy for jury selection: keep white women off the panel. They didn’t put it that way, because picking jurors based on race or gender is illegal. But on Thursday and again on Friday, prosecutor Joan Illuzzi accused the defense of using its peremptory challenges to systematically exclude [...]

  • Bob Iger

    Bob Iger's Disney Compensation Drops to $47.5 Million in 2019

    Disney chief Bob Iger saw his compensation for 2019 drop to $47.5 million, a 28% decline from his 2018 pay package. Disney’s leader earned $3 million in salary and a $21.8 million bonus, plus another $10 million in stock awards and $9.6 million in stock options, Disney disclosed in the company’s annual proxy filing with [...]

  • Peter Chernin'Spies in Disguise' film premiere,

    Disney and Chernin Entertainment Parting Ways (EXCLUSIVE)

    Disney and Peter Chernin are ending Chernin Entertainment’s long-standing film production deal with 20th Century Fox (recently rebranded to 20th Century Studios), Variety has learned. The split was a mutual and amicable one, driven by the simple fact that Disney rarely brings on third-party partners to finance its feature films. “I have nothing but praise for [...]

More From Our Brands

Access exclusive content