'Pirates' DVD Enjoys Strong Retail Wind

Standard and special-edition DVDs of Walt Disney Pictures' Pirates of the Caribbean: Dead Man's Chest sailed into stores on Dec. 5, igniting a wave of brand and retailer promotions. Disney supported the release with a "Become a Disney Pirate" sweeps, in which a caricature of the grand-prize winner will be incorporated into the Pirates of the Caribbean attraction at Disneyland. The winner also receives separate trips for four to Disneyland and the Hollywood area. Secondary prizes include 10 home entertainment systems, 125 Zizzle Pirates arcade pinball machines, and 1,000-plus prize packs, toys, video games and book sets. Participants register on the Disney web site for the promotion, which began Oct. 20 and runs through Jan. 31, 2007. The sweeps is featured on DVD packaging.A wave in Pirates merchandising accompanied the release. In addition to themed books, apparel, accessories, electronics and toys from Disney, licensed products include Kellogg's cereal and fruit snacks, Hasbro board games, Zizzle toys and Akella software.National brands anticipated the release with promotions in Dec. 3 FSIs, including: ConAgra Foods' Orville Redenbacher popcorn released specially marked bags featuring a "Pop & Win" game, which dangles a grand-prize trip for four to the 2007 premiere of Pirates of the Caribbean: At Worlds End, the next installment in the series. Touting one prize in every four bags, the promotion also awards three framed and autographed movie posters; 50 prize packages containing a DVD, soundtrack and one-year supply of popcorn; and 1.5 million movie music downloads, which winners claim on the Orville web site. The promotion began Nov. 6 and runs through Jan. 31.&nbsp Packages of Nestle's Stouffer's French Bread pizza promote an instant-win game that dangles a Caribbean vacation for four to Aruba or Bermuda. Secondary prizes include 15 "Movie at Home" packages containing a 32-inch flat screen TV, the DVD and three coupons for French Bread pizza. Stouffer's packages also contain a Pirates locker poster and $2 coupon for the DVD. The promotion runs through March 31, 2007. &nbspSanta Fe Packing Co. Salsa sponsors a "Windjammer Barefoot Cruise" sweeps, dangling two grand-prize Caribbean cruises for four on the Windjammer Tall Ship. The sweeps also awards 10 Audiovox 7-inch portable DVD players and 100 special-edition Pirates DVDs. Participants register online for the promotion, which began Dec. 3 and runs through Feb. 28, 2007. &nbspSpectrum Brands' Rayovac dangled a $5 rebate with the purchase of two battery packs and the DVD.Retailers also hopped on board, leveraging the activity of national brands and/or holding exclusive promotions. Activity includes:Ahold USA's Giant-Carlisle division dangles a $3 discount on the purchase of a DVD and Orville Redenbacher product. Meanwhile, Giant-Landover and Stop & Shop dangle a $20 DVD coupon with a $20 purchase of participating products or a $10 coupon with $10 purchase. Supporting manufacturers include PepsiCo and Nestle.&nbspBest Buy offers an exclusive bonus DVD and $9.99 Captain Jack Headknocker toy. Shoppers who purchase an Energizer product save $3 on the DVD. In November, the retailer leveraged the film for a Reward Zone program dangling a Cable Beach Resorts sweeps. (See "Best Buy Stays ..." in Related Articles.) &nbspCircuit City carries an exclusive in-pack DVD game and dangles a free copy of Pirates or Warner Bros.' Superman Returns with the purchase of a Microsoft Xbox 360 console. &nbspFrom Dec. 5-9, Kmart shoppers who purchased the DVD with a Pirates action figure from Zizzle automatically saved $10. &nbsp Meijer stores hosted a release party at 11 p.m. on Dec. 4, unveiling the DVD at 12:01 a.m. on Dec. 5. The party featured a costume contest where attendees received free collectible bandanas. The retailer also sponsored a "Pirates of the Caribbean Vacation" sweeps, dangling a vacation for four to St. Lucia as well as secondary home entertainment prizes. Partipants registered via in-store entry stands for the promotion, which ran Dec. 3-9. Meanwhile, shoppers who buy two packages of Rayovac batteries save $4 on the DVD, while shoppers who purchase the DVD receive free packages of M&Ms and Stouffer's French Bread pizza. &nbspFrom Dec. 5-12, Safeway shoppers who purchased the DVD received two Coca-Cola two-liters, one package of Keebler Chips Deluxe and one three-pack of Orville Redenbacher. &nbspShopRite dangles a 30-count package of Rayovac batteries with the Pirates DVD. &nbspTarget packages an exclusive collectible light-up pin with the DVD. &nbspToys "R" Us shoppers who purchase the DVD save $10 on any Pirates video game.&nbspWal-Mart carries an exclusive two-pack containing the DVD and an "Ultimate Swashbuckler 10-Song CD Collection" from Disney. In-store support includes pallets of the DVD in Action Alley alongside pallets of licensed merchandise.

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