Partners, Schmartners: Saving Private Ryan does just fine solo.
With the glut of marketing deals being struck in Hollywood these days, you’d think entertainment properties couldn’t possibly survive without hosts of promotional partners. But don’t tell that to DreamWorks.
The studio’s Saving Private Ryan earned another honor to go with its five Academy Awards when it racked up $42 million in rental fees in its first month of release, marking the most successful rental debut ever. DreamWorks spent more on media advertising than a video usually gets, but didn’t conscript any marketers to help sound the call.
“We were trying to maintain the overall integrity of the movie,” says Kelly Sooter, head of domestic home entertainment at DreamWorks, where principal and Ryan director Steven Spielberg’s “approach has always been a little less promotional,” she adds.
The video will hit the sell-through beachhead Nov. 2 as a “Special Limited Edition” containing behind-the-scenes footage, cast and crew interviews, and a message from Spielberg. Retail price is $24.99. The release date is timed to get Private Ryan involved in some pre-Veterans Day publicity, notes Sooter. The marketing plan again calls for”a tremendous amount of media,” but no promotional partners, she says.
Who needs packaged goods makers when you’ve got Spielberg, Tom Hanks, and Matt Damon?
