Displays Create Magical Setting for 'Harry Potter' DVD, VHS Release

Burbank, Calif. -- The $260 million box office smash, "Harry Potter and the Chamber of Secrets," will be released this month on DVD and VHS with a national marketing campaign including 100,000 displays. Images of flying cars, elves, wizards, caldrons, wands and swords -- and Harry, Ron and Hermione -- will help draw attention to the displays."We drive as many people as we can to the store through advertising and promotion, but it's our in-store presence and its ability to create excitement directly in front of those consumers that turns interest into purchases," says Thomas Moffett, executive director of marketing, new releases for Warner Home Video. "P-O-P is essential to the success of a title, especially one this big."Ten thousand 1/2 pallets holding as many as 600 units, and 90,000 two-sided "A-frame" shipper displays will be unveiled on April 11. Each display provides flexibility in terms of footprint, capacity and product mix. Mass merchants, video rental stores, drugstores, supermarkets and music stores will carry the displays as well as thousands of posters, window clings, buttons and shelf talkers."Our overall goal is to create the biggest in-store presence as possible using the most fun and magical images from the film in a P-O-P mix and configuration that best creates excitement and will be accepted at our accounts, based on experience from our last several releases," Moffett explains. For example, the last "Harry Potter" release included customized P-O-P kits that included unusual hanging signs, owls on posts "and other stuff that just didn't get up," reveals Moffett. "We have streamlined this P-O-P campaign to what retailers will actually use, based on previous campaigns."Another improvement to previous P-O-P includes increased flexibility, according to Jennifer Dunlap, creative director, P-O-P and merchandising. "Our old merchandisers were restricted in terms of product and format mix. Today, retailers can select a specific mix of DVD and VHS, maybe 80/20, or vice versa, which is accommodated easily by our four different trays for the A-frame displays."In addition, the artwork for this release features a montage of images from the movie. "Where previous P-O-P highlighted the main characters only, graphics for this release include specific scenes from the film, and are more brightly colored and magical," says Dunlap. "Kids definitely will be dragging their parents to these units." The 24-inch-wide by 70-inch-high by 48-inch-deep 1/2-pallet display; the larger 50-inch-wide by 70-inch-high by 24-inch-deep A-frame display; and the smaller 18-inch-wide by 60-inch-high by 20-inch-deep A-frame display-- all corrugated with four-color litho laminate -- were designed by Matsuno Design Group and produced by Ivy Hill, both in Glendale, Calif.The extensive campaign also includes television, print, radio, outdoor and in-theater advertising, as well as online media.

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