'Lord of the Rings' Rules at Retail

Retailers across a variety of channels are singularly focused this week on the home video release of New Line Cinema's The Lord of the Rings: The Two Towers. In promoting the title's Aug. 26 launch, most retailers are leveraging promotions from a pair of The Two Towers tie-in partners, Gillette's Duracell and Dr Pepper/Seven Up. Among the incentives chains are offering with purchase of the video: Walgreens, Eckerd, Meijer, and Ahold USA's Stop & Shop and Tops Markets chains offer a $5 rebate with the purchase of two packs of Duracell batteries. Tops also offers three free two-liters of 7 UP.Kroger plugs a $3 rebate with the purchase of one Duracell SKU and a free 12-pack of 7 UP or RC Cola .CVS offers two free two-liters of 7 UP, A&W, or Sunkist.Target features a two-liter 7 UP and a $3 rebate with one Duracell purchase.Kmart sweetens the pot with a $3 rebate with one Duracell purchase and $1.50 off a 12-pack of 7 UP. Duracell is offering its incentive on-pack, and is supporting with five-second tags on TV spots communicating the video tie-in. The offer from Cadbury-Schweppe's Dr Pepper/Seven Up is part of a larger Two Towers campaign running this fall that also includes a sweepstakes tying into the company's ongoing Liquid Loot effort. (See Related Articles.) Outside the packaged goods world, Tower Records is giving away a free Lord of the Rings collectible figure with purchase and is hosting a sweepstakes dangling other merchandise from the film series. Select Best Buy stores are hosting midnight sales events and giving away premiums such as character standees, while Blockbuster is offering The Two Towers and seven movie rentals for $29.99.

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