Golden Books video unit tries action-flicks tactic

Friedman, Wayne
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p20
Trade Publication
This article reports on kiddie video marketer Golden Books Family Entertainment's TV and in-theater pitch for its holiday home videos, as of November 1999, in which the company uses action-flick tactics. The parody advertisement uses legendary movie-trailer voice-over talent Don LaFontaine. Some 1,000 theaters will run the trailer before Pokemon: The First Movie, from Warner Bros. and The Adventures of Elmo in Grouchland, from Columbia Tristar Motion Pictures, starting November 4, 1999. In the trailer, created by Grey Entertainment, a company based in New York, LaFontaine's words are interspersed with animated pictures from the videos. This is Golden's first use of movie trailers ; it normally depends on on-air TV exposure to help market its videos, aired as TV specials.


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