2007 Comic-Con Preview: Studios U-Z
Universal Studios Home Entertainment
DVD titles to be promoted at Comic-Con: Heroes Season 1, Hot Fuzz, Flash Gordon: Saviour of the Universe and Serenity Collector’s Edition
Marketing techniques: “This year, we have many exciting events planned for fans: a star-studded Heroes panel; an autograph signing with Hot Fuzz’s Edgar Wright and Nick Frost; a special screening of Flash Gordon and an exclusive sneak peek of our Serenity Collector’s Edition,” says Hilary Hoffman, senior VP of brand and digital marketing for USHE.
The value of Comic-Con for DVD marketing: “The attendees are knowledgeable and passionate early adopters of popular culture. They’re also extremely Web-savvy, so if they respond positively to something, the exposure is likely to be multiplied exponentially through online word of mouth.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “Comic-Con is an invaluable opportunity to reach core consumers for specific genres.”
DVD titles to be promoted at Comic-Con: The full line of Naruto DVDs, including uncut box sets, the new Naruto Ova Mission: Protect the Waterfall Village and the first Naruto movie, Naruto Movie: Ninja Clash in the Land of Snow
DVD titles to be promoted at Comic-Con: 300, Blade Runner 25th Anniversary, TMNT (Teenage Mutant Ninja Turtles), Superman Doomsday, Popeye the Sailor 1933-1938 Vol. 1, Babylon 5: The Lost Tales, Space Ghost, Believers, Return to the House on Haunted Hill and a Hanna Barbera retrospective. Warner Bros. Interactive Entertainment: Looney Tunes: Acme Arsenal videogame on the Xbox 360, Nintendo Wii and Sony PlayStation 2; Looney Tunes: Duck Amuck on the Nintendo DS
Marketing techniques: “We have been gravitating toward viral marketing through the Web to cost-effectively reach our target market consumer,” says Jeff Baker, WHV senior VP and general manager of theatrical catalog. “Due to the strong presence of passionate fans at Comic-Con, we usually use sneak peeks and collateral materials to inform attendees.”
The value of Comic-Con for DVD marketing: “Comic-Con has historically been a very important venue for launching classic animation and TV product,” says Jeff Brown, WHV senior VP and general manager for TV, family and animation. “For high collection sets in animation, it has been a primary tool.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “Use strong in-store support and merchandising for collectable animation, superhero and fantasy, particularly titles that are releasing soon after Comic-Con,” says Brown.
The Weinstein Co./Genius Products
DVD titles to be promoted at Comic-Con: Quentin Tarantino’s Death Proof, Robert Rodriguez’s Planet Terror, Dirty Sanchez, Dead or Alive: DOA, Black Sheep, Broken, Automaton Transfusion and Buried Alive!; plus Casper's Scare School and The Archie Show: The Complete Series from Classic Media; Crime Story starring Jackie Chan and John Woo's Hard Boiled and Last Hurrah for Chivalry from the Dragon Dynasty label; and titles from Discovery's Animal Planet and TLC
Quentin Tarantino's Death Proof
Marketing techniques: “We’re having some fun with Planet Terror,” says a company spokesman. “Cherry Darling will be on hand to wow the crowd, machine-gun leg and all.”
The value of Comic-Con for DVD marketing: “Comic-Con is tremendously important, as it speaks directly to a core group of consumers, which now includes a lot more than the hardcore fan boys it used to cater to. It offers an opportunity for fans to touch, feel and experience their favorite films in a way like none other.”
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