DVD's on Cereal Boxes ??!!!

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Courtesy of Medialine.com.......
"Top Stories
Free DVDs on Cereal Boxes
by Joy Zaccaria
(August 1, 2002) Culver City, CA and Minneapolis, MN -- For many families, reading the back of a cereal box at the breakfast table will soon become a multi-media event. In October 2002 General Mills will be teaming up with Columbia TriStar Home Entertainment to give away 8 million full-length DVDs on specially marked boxes of its cereals.
In the spirit of initiating family harmony--and since family-oriented DVDs are the fastest growing demographic--the DVDs to be offered will include material from Jim Henson's Muppets, Jim Henson's Bear in the Big Blue House and Jackie Chan.
General Mills has had success with free CD promotions in the past and saw this fall as the appropriate time to give away full length movies on DVD. "We expect to have DVD penetration in 50 to 60 percent of households by the end of this year," said Shelly Stanton, a spokesperson for General Mills. "It seemed like the perfect time as people are getting their first DVDs or starting to build their libraries. Columbia TriStar has some equities that speak perfectly to families."
The promotion, which will be backed by television and print marketing programs, marks the first time in the U.S. that DVDs have been offered on cereal boxes. The offer will be featured in more than 20,000 retail outlets. "General Mills is a recognized leader in family food," said Lexine Wong, executive vice president of worldwide marketing for Columbia TriStar Home Entertainment. "This promotion is a terrific way to reach the family market, which is increasingly important to the DVD industry, with the message that Columbia TriStar Home Entertainment offers titles for the whole family."
There will be four different DVD titles given away on six different cereals in such a way that Cheerios, for example, will eventually feature all four titles. The DVDs will be placed randomly on boxes of Cheerios, Cinnamon Toast Crunch, Golden Grahams, Lucky Charms, Honey Nut Chex and Honey Nut Cheerios.
Columbia TriStar Home Entertainment
www.sonypictures.com
General Mills
www.generalmills.com"

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Topic - DVD's on Cereal Boxes ??!!! - mikenyc 13:50:56 08/01/02 (1)

Re: DVD's on Cereal Boxes ??!!! - bubbahotep 01:50:19 08/02/02 (0)

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