“Starting Friday, a large replica of the ship in the pic will drop anchor at the entrance of 3,000 supermarkets nationwide that are owned by Kroger, Safeway, SuperValu, Giant Eagle and H-E-B. Overall, the homevid will be promoted at 6,000 stores operated by those companies, which include the Ralphs, Fry’s, Albertsons, Jewel-Osco and Smith’s brands.”
“There are over six million shoppers a day that will see the Dawn Treader ship as they enter their local grocery store,” said Mary Daily, executive VP of marketing for Twentieth Century Fox Home Entertainment. “Our intention is to engage the active mom and her family with a clear, unique and impactful experience.”
Fox is hoping that targeting the latest “Narnia” pic at its core audience will help sell more discs and beat previous releases, which were handled by Disney.
The “Voyage of the Dawn Treader” displays will be set up at the same number of stores that pushed “Avatar,” but the “Narnia” promo will have a larger footprint in stores, with the towering ships taking up as much as 3 feet by 8 feet of floor space.
“Avatar” sold three times the number of discs that an event title typically moves at grocery stores. Overall, “Avatar” earned 14% of its sales from grocery and drug stores. Films traditionally earn up to 6% from such outlets. Of course, “Avatar” was an anomaly both at the B.O. and retail, with its massive $2.8 billion worldwide haul.
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