TITLE

Graffeo in right spot to lead Universal's home video unit

AUTHOR(S)
Friedman, Wayne
PUB. DATE
August 2002
SOURCE
Advertising Age;8/5/2002, Vol. 73 Issue 31, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the appointment of Ken Graffeo as the executive vice president (VP)-marketing for Vivendi Universal's Universal Studios Home Video, in 2002. Graffeo was with Universal for three years as senior VP-home video marketing and previously worked at Coca-Cola Co. in brand management. His other positions include marketing posts for Ominicom Group's BBDO Worldwide working on Pepsi Cola USA, Kraft General Foods and Campbell Soup Co. Peter Graves, president of theatrical-marketing consultancy Cinemarket, calls Graffeo the right man in the right spot. The two worked together at Polygram Filmed Entertainment where Graffeo was senior VP-marketing. The home-entertainment market generates some U.S. $ 20 billion a year. Marketing costs for a typical video/DVD release can range from U.S. $ 500,000 to U.S. $ 3 million to advertise a fraction of the average U.S. $ 22 million spent for the average wide-release theatrical film. But then it appears that the budgets could increase. According to Graffeo, Universal spent U.S. $ 70 million in television in 2001 on home video, which is a significant increase from the year before. Previously, studio marketing was limited to supporting advertising efforts of video retailers. However in 2002, studios have widened their distribution network to general business retail outlets. And according to Graffeo, the company's goal is to reach target consumers. The company will also have to open the home video.
ACCESSION #
7088920

 

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