2007 Comic-Con Preview: Studios I-P

Indican Pictures

Marketing techniques: “We are using four to five different ideas,” an Indican spokesman says. “We have rented a booth to promote these titles and some past titles. We are having a stunt demonstration being done by the Contour martial artists. We have ads in different Comic-Con magazines. We have booth giveaways of Little Erin Merryweather Halloween costumes and Pariah graphic novels. And there will be a chance to meet and greet actors from Pariah."

The value of Comic-Con for DVD marketing: “It’s fans like these that took our film The Boondock Saints and turned it into a hit. It also gives us a chance to interact with fans and show early footage of upcoming films like our animated adult film The Chosen One starring Tim Curry and Laura Prepon. We also use the market to find out what DVD extras the fans appreciate and want, which is why we pushed for a deluxe edition of Boondock Saints, repackaged our box art for Gory Gory Hallelujah and released both rated and unrated editions of Womb Raider and Emerald Cowboy.”

Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “Most retailers would kill to reach the male 18 to 35 demographic. Comic-Con is that demographic, with kids who have money to spend. This is your core audience and the launch site of 300, Batman, etc. This is a great time for retailers to take chances on smaller films coming out of Comic-Con that can ride the publicity and good will of the event to purchases at the register. That is why we have Pariah and Little Erin Merryweather coming out on the heels of the event."

Lionsgate

Marketing techniques: “We are looking to have fan screenings for both films, plus panels with cast and crew and possible autograph sessions,” says Anne Parducci, Lionsgate executive VP of marketing. “We will advertise in Comic-Con materials but also utilize the Internet to promote our upcoming activities.”

The value of Comic-Con for DVD marketing: “With thousands of fans attending the convention each year, it is an amazing opportunity to put our films, special features and key talent in front of an enthusiastic and targeted crowd. These are the die-hard fans who chat on the Internet daily, and it gives us the opportunity to get discussions started with other fans, disseminate information as well as receive feedback from the people who will usually be first in line to buy our DVDs.”

Manga & Starz Home Entertainment

Marketing techniques: “Fans can enlist at the booth to become members of the Hatchet Army and meet some of the film’s cast,” says Madeline DiNonno, senior VP of global marketing for Starz Home Entertainment.

The value of Comic-Con for DVD marketing: “San Diego Comic-Con is perhaps the single most important fan convention in the country,” says DiNonno. "Our presence as an exhibitor and panel sponsor is an essential and integral element of our marketing strategies for genre-related titles. Millions of eyes from around the world are focused on San Diego Comic-Con. That’s a lot of captive advertising.”

Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “The best way for retailers to take advantage of Comic-Con’s huge exposure,” says Ray Gagnon, Starz senior VP of global sales, “is to ask their sales contacts one simple question: ‘Are you doing anything at Comic Con?’ The more communication and information we can provide to our sales partners, the greater opportunities for merging publicity at the national and regional levels.”

Paramount Home Entertainment

DVD titles to be promoted at this year’s Comic-Con: The Sarah Silverman Program: Season One Uncensored

Marketing techniques: “A weekend panel with the Sarah Silverman Program cast,” according to Steve Raizes, video and consumer products VP for Viacom-owned Comedy Central and Spike TV.

The value of Comic-Con for DVD marketing: “What’s great is that Comic-Con is no longer a fringe venue,” says Raizes. “It allows you to reach a wide audience in a very efficient manner. The people who attend were talking and blogging about the show throughout its run. These are the fans that we want to reach.”

Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “Don’t underestimate the importance of Comic-Con to build buzz and excitement. However, you also need to recognize that this audience can be highly critical and unforgiving.”

Click for Comic-Con promotions from other studios