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January 16, 1995
BrandweekNBC, LIVE ENTERTAINMENT LINK TV & HOME VID FOR SCI-FI SYNERGY
By T.L. Stanley
NBC and Live Entertainment have married a TV show in need of a boost with the home video release of a sleeper hit film, hoping the two sci-fi properties will create a new entertainment synergy.
The $5 million-plus, first-of-its-kind promo pairs NBC's Earth 2 with Live Entertainment's home vid Stargate, an MGM release that earned $68 mil-lion-plus at the box office, via an interactive sweepstakes consumers can enter by postcard or 800 number.
"We felt like it was a perfect match because both properties are from the same genre," said Alan Cohen, evp marketing for NBC-TV. "We think each can bring an audience to the other." Earth 2, which bowed last fall, is the most-watched show in its Sunday night time slot for young men, but overall claiming just an 11.5 rating, 17 share.
Cross-promos between TV and home video have been scarce, as the two usually see each other as competition. "In the past, video stores rejected tapes with TV trailers on them," Cohen said. "They wanted to tell people to rent videos, not to watch TV." But the two viewing options aren't mutually exclusive, he said.
CBS made the foray into home video by offering free video previews of last fall's season lineup in Blockbuster stores. George Schweitzer, evp of marketing for the CBS Broadcast Group, said the teaming of home vid and TV is a good co-branding move, provided the properties match up.
"It's all entertainment, and we're all trying to appeal to an entertainment audience," Schweitzer said. "But it needs to be strategically targeted."
Interactive Marketing Inc., Hermosa Beach, Calif., designed the NBC promo and sweepstakes, which awards CD-ROMs, licensed merchandise, video games and a trip for four to Hollywood to meet the cast of Earth 2. NBC marketers said they expect 59 million impressions from Stargate video rentals, which will be supported by point of purchase materials in 10,000 video stores across the country. An Earth 2 trailer will appear on the video, and contest info and the show's logo are on the video package. The net has designed on-air spots and print ads--which will run through May sweeps--touting Star-gate's Mar. 14 release.