Ever hear of a video release being lauded on Capitol Hill? You have now.
“The Iron Giant demonstrates that Hollywood’s capacity for great children’s cinema is still immense,” praised Rep. Edward Markey (D-MA), one of a handful of Congressmen taking part in a Nov. 4 press event held apparently for no other reason than to plug the film, which hit video stores Nov. 23.
Rounding out the event’s guest list were representatives from the American Psychological Association, the Coalition for Children’s Media, KIDSNET, and Action for Children’s Television. “Parents, teachers, and everyone who cares about young audiences should make sure that children everywhere over seven get a chance to see this classic film,” effused the latter’s founder, Peggy Charren.
That’s not the first ad-worthy endorsement The Iron Giant has received. The movie was resoundingly praised by critics when it was released in August. But when a trade publication recently raised the editorial question, “Can a kids’ film succeed without heavy marketing support?” the movie’s performance was used to help answer the question with a “probably not.”
“The box-office was a solid $25 million,” maintains Dan Capone, Warner Home Video’s vp of marketing and development, family entertainment. “Certainly, we would have liked it to have been better, but the family marketplace is very competitive.”
Regardless of the studio’s assessment, Warner Home Video made sure The Iron Giant’s video debut had plenty of promotional assistance from both Time Warner sister companies and outside partners. “We’ve pulled out all the stops,” Capone says.
In-house efforts begin with a four-inch action figure packaged with all 3.5 million videos. An in-pack sweeps gives away a Chevy Venture mini-van and Trendmaster Toys. Video retailers were offered displays, counter cards, posters, buttons, and window clings, while grocers such as Kroger and Safeway were given light boxes for checkout aisles. Contests are being run on Radio Disney and via print ads in Disney’s Adventures and Family Fun magazines. (The properties of rival Disney “are always a part of our marketing mix,” says Capone.)
Time Warner’s Cartoon Network helps out by pitching Iron Giant videos and toys as part of a watch-and-win contest. It also let Warner Home Video borrow the car for a weekend: The net-sponsored NASCAR Winston Cup car got an Iron makeover for a Nov. 14 race at Homestead-Miami Speedway.
Warner Bros. Theatrical gets involved by passing out $2-off coupons and trading cards in theaters showing what could be The Iron Giant’s quality antithesis: Pokemon the First Movie.
On the partner side, General Mills dangles a $3 video rebate and a self-liquidating offer for an Iron Giant watch on four million Honey Nut Cheerios boxes. Best Western hangs posters in 2,500 hotel lobbies, and Act II tenders a $3 video rebate on popcorn tubs. America Online runs a contest in which kids can decorate a Chevy Venture to win a van filled with toys. AOL got on board because the movie “provides the fun and animation the kids love, and conveys a message of non-violence parents appreciate,” says Chris Geisert, senior manager for brand promotions.
Warner likes its movies to be models of wholesome entertainment. But it apparently doesn’t like them to be examples of poor performance.
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