Singer finds Modern Bride
NEW YORK In one of the more obvious matches, New Line Home Video’s The Wedding Singer will partner with Modern Bride for a sweepstakes that will give a winner a honeymoon in Tahiti.
The priced-to-sell video of the hit will also include samples of Biore strips and a rebate offer for consumers who buy the video and one of the movie’s two soundtrack albums.
“With $80 million at box office and a video priced at $14.95, we wanted to put a lot support behind the title,” says Matt Lasorsa, vp of promotion and publicity. He hopes the Dec. 1 video will have the staying power of New Line’s other recent hit, Austin Powers.
Biore will sample one of its strips in the video as well as offer customers a $5 rebate if they buy the video and any two Biore products. Lasorsa says the company owns the lion’s share of its market, but this deal is geared to expanding the market for the relatively new product line. The company will support the tie-in with print ads in Cosmopolitan, People, and Entertainment Weekly. The deal will also be hyped in a News America Marketing program that will reach nearly 100 mass merch and drug stores, where both items are sold.
New Line tries to boost its soundtrack sales by offering a $5 rebate for people who buy the video and one of the two albums. The movie’s first soundtrack album, featuring hits of the mid-’80s, sold one million copies, while the follow-up album went gold. The movie and Maverick record label soundtracks will be featured in joint merchandising in Musicland/Sam Goody stores.
The Modern Bride tie-in will be publicized through the magazine and several wedding expos, Lasorsa says. The theme and the demos of the movie and magazine are similar, he adds.
New Line’s other big hit this year, Blade, will be rushed to home video and DVD in December to hit the fourth quarter. Tie-ins for this title will not come until it gets repriced for sale in ’99, he says.
