Universal Studios Pay-Per-View has created a major
promotion surrounding three of its fall titles.
The multitiered campaign ties together promos for the
studio's TheApostle ($21 million at the box office), Primary Colors
($39 million) and Mercury Rising ($39 million), said Stacy Hawes, director of
worldwide PPV and marketing for the studio.
"Power, Passion and Virtue" provides operators
with a turnkey umbrella campaign that runs through the end of November.
Universal will provide operators with video spots
highlighting the movies both collectively and individually, as well as with radio and
newspaper ads, Hawes said.
"We chose to develop a strategic umbrella campaign to
leverage the combined exposure of three films, affording greater awareness than had each
title been positioned individually," said Holly Leff-Pressman, vice president of
worldwide PPV at Universal Studios.
"Those systems that don't have the inventory to
run spots for three separate movies can easily run the umbrella spot," Hawes added.
Universal will run national spots on cable services E!
Entertainment Television, VH1, The Prevue Channel and Home & Garden Television. In
addition, Universal is providing local co-op support and promotional prizes, including
autographed Primary Colors posters and paperback books.
Hawes said more than 553 systems representing more than 24
million addressable households have signed up for the campaign.
Tom Pierce, special products and PPV manager for
Tele-Communications Inc.'s Southern region, said the promotion allows marketers to
stretch out advertising dollars in order to touch a variety of marketing strategies,
including radio, direct mail and cross-channel promotions.
The Universal promotion is the second major studio effort
to take place in November. Paramount Pictures is supporting its mega-hit, Titanic,
which also premieres in November. The main piece is a value-added promotion that provides
Titanic PPV buyers with free copies of the movie's soundtrack. The compact disc,
valued at $15, is one of the more expensive and high-profile national giveaway items that
the industry has offered.