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ANIMATION WORLD MAGAZINE - ISSUE 5.8 - NOVEMBER 2000
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David Bowers: Creating Shelf Space for Casper
DB: That has not been a problem, because all of our research has indicated that children absolutely love this character. We have something that a lot of other products don't have, which is that the parents grew up watching it, so they are really familiar with the product. What we have done is completely updated the character and how it looks. This film was all computer-animated, a là Antz or Toy Story. So, it's a whole different look. It's a very good look. It's an excellent quality film. Having said that, the retailers have jumped on this, because there is so much product out there that perhaps doesn't have quite the quality. Retailers are looking at something that they perceive as a great value. At the same time, Casper is turning 60 this year. A large premier on the 20th of October celebrating his 60th birthday at the Television Academy of Arts and Sciences is planned followed by the kickoff of the video, which comes out on October 31st. To help celebrate Casper's birthday, Harvey and Sight for Students, a non-profit charity, have teamed up to distribute over 60,000 pairs of eyeglasses to kids across the country who are neither covered by insurance, or do not qualify for government assistance such as Medi-Care. Each participating child receives a free eye exam through a local ophthalmologist, free eyeglasses, free eye cases and free follow up exams. We're tying in with them and the slogan is, "Everyone deserves to see Casper." Under that umbrella, we'll be launching a huge marketing campaign starting in October.
The 60th birthday will segway straight into the home video release. We will also be putting Randy Travis on television shows. He sings the soundtrack for Casper and he'll be appearing on shows like Rosie O'Donnell targeting our moms. And then we have a pretty good Internet campaign set up. During the last two weeks of October and the first two weeks of November kids will be able to visit their favorite Web site and see behind-the-scenes footage of Casper's Haunted Christmas. We're also producing a Flash-based Internet game with Sarbakan Entertainment. The game will feature characters from the movie and will be freely distributed online. JK: Are you guys going with any fast food chains or anything like that? DB: We're not selling the video there, but we do have two major tie-ins. One is at Orange-Julius/Dairy Queen. They're giving away Casper product in all their kid's value meals. We also have a major tie-in with Baskin-Robbins nationwide. They're putting a coupon in the video for free ice cream sundaes. In all their stores they have counter cards promoting the video and they named a new ice cream flavor for three months called "Chiller Thriller" to promote Casper. JK: "Chiller Thriller" going along with the Halloween theme. DB: Right and it comes out the 31st. So Halloween will give us a great opportunity to promote the ghost. At the same time, the video comes out just shortly after that for Christmas and will be on the shelves for the next 2 and half months. JK: With the direct to video and various promotions you've been focusing on, what are some of the promotions we'll see on television?
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