In a new spin on DVD marketing, select Wal-Mart stores are getting a big boost to promote the upcoming direct-to-video release of Inuyasha The Movie 3: Swords of An Honorable Ruler.
Revolution Marketing, a New York City-based event marketing agency and VIZ Media of San Francisco, CA are sponsoring a 15-city mobile theater tour at select Wal-Mart stores touting the new Japanese anime movie before it hits the small screen on DVD on Sept. 6.
The custom-built, 92-seat, mobile theater, complete with a concession stand and surround sound, will travel to Wal-Mart stores in 15 cities beginning Aug. 24 through Sept. 18. The tour kicks off in Seattle, WA. Wal-Mart stores in each city will host three viewings in the mobile theater. In addition to the free screening, fans will also receive limited-edition Inuyasha merchandise, including T-shirts and posters. The tour will stop in cities including Los Angeles, San Francisco, Phoenix, Atlanta, Chicago, Boston and Las Vegas.
The promotion marks the first time a direct-to-DVD launch will debut a theatrical release, Andrew Klein, president, Revolution Marketing, said. The mobile theater tour helps bring the “big screen release concept” to the retailer, he added.
“We’re just looking to create a lot of excitement in the marketplace around the release of the film,” Klein said. “Where else could you see a movie, leave the theater, go buy [the movie], take it home and watch it again?”
Revolution Marketing estimates more than 4,000 fans will screen the film as part of the tour. Internet materials, in-store and local print and radios will support.
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