The success of a movie is not judged by box office success any more. The DVD market for movies gives studios a second chance to rake in the dough on new release. Horton Hears a Who grossed nearly $300 million while in theaters. Now Twentieth Century Fox is backing the release of the DVD with a monstrous campaign intended to generate 200 million consumer impressions. The campaign includes a float in the Macy’s Day parade as well as odd partnerships with L’Oreal and the Energy Star organization.

My question is this, what does 200 million impressions mean? The hope is that it will translate into sales and impact on the bottom line in a softening video marketing. At the end of the day, a good family movie, based on a story from the beloved Dr. Seuss shouldn’t have too much trouble moving DVD’s, even in this market.

Article Tags: Beneath the Brand | Horton Hears a Who | Jamey Shiels | Twentieth Century Fox
Filed under: Advertising, Branding, Jamey Shiels, Miscellaneous