'Sinbad' Sails Into Theaters and Retail Stores

Glendale, Calif. -- For this summer's launch of "Sinbad: Legend of the Seven Seas," executives at DreamWorks SKG have not only created a comprehensive marketing effort for theaters across North America, but they have also joined with several retail partners to bring the action-adventure in-store.The bulk of the materials created for the theater environment were placed before the Memorial Day weekend for the animated film's July 2 release. Static clings, standees, character banners and posters were created to get "Sinbad" in the minds of moviegoers prior to its release. "P-O-P provides us with a key opportunity to hit the target core movie-going audience with an impression for the film," says Patricia Gonzalez, head of in-theater marketing, adding that the target market for this movie, like all animated films, is families. Starting with static clings at the entrance and moving into the lobby with banners and standees, Gonzalez says the goal is to hit customers at every point in a theater. "We also do concession promotions with mobiles and when a customer buys a product, it will be served in a Sinbad kids' tray or bucket." As customers move down the hallway, they'll see the movie poster and finally, the Sinbad trailer on-screen. "It's a multi-faceted campaign to raise awareness from the moment a customer steps foot into the movie theater," Gonzalez says. The corrugated standee was produced in two sizes: a smaller one measuring 8 feet wide by 7-1/2 feet high and a larger one that is the same height but measures 12 feet wide. Both feature Sinbad (voiced by Brad Pitt), his companion, Marina (voiced by Catherine Zeta-Jones), and Spike the dog, all trying to battle Eris (voiced by Michelle Pfeiffer), the powerful goddess of Chaos. The standees were co-designed and produced by JJ&A, Glendale, Calif. The static window clings, paper posters and oversize vinyl banners were produced by AGT, Los Angeles. Smaller banners were produced by Hollywood Display, also in Los Angeles. Approximately 25,000 posters (placed in other locations as well), 1,200 window clings, 1,000 standees, 750 small banners and 100 large banners were produced to meet the demands of theaters nationwide and in Canada. Smaller theaters may only be able to accommodate some of the pieces, which is why there are a variety in the program, Gonzalez says. Because there are limited releases of animated films from the company, Gonzalez says the in-theater promotions are extremely important. "We take painstaking efforts to make sure we're launching in the biggest manner possible be-cause our animated films are a big part of the company. They lend themselves to the artwork as well as to a variety of in-theater materials."On the retail side, Wendy Ryding, the company's head of national promotions, says that marketing outside of the theater environment is crucial as well. "We typically go out with our animated films in a very big way, incorporating all of the traditional outreach programs as well as engaging in new ones as they pertain to the specific audience and themes of the film. We try to reach people through alternate channels."For this release, the company has partnered with Burger King, Baskin-Robbins, General Mills, Hewlett-Packard, M&M's, Valpak and Speedway SuperAmerica. Working with these partners, Ryding says the company can get the exposure it needs through P-O-P and other in-store efforts. "P-O-P plays a huge role because supermarkets, mass merchants, quick-serve restaurants and stores like Baskin-Robbins have great reach with the all-family market." A kids' meal program featuring collectible premiums is available at more than 8,500 Burger King restaurants nationwide. Door posters and graphics on the menu boards and drive-through toppers and translights all feature characters from the film. Approximately 2,400 Baskin-Robbins stores across the country are offering exclusive flavors in support of the program. The Deep Blue Menace Sundae and Sinbad's Triple Punch Sherbet are touted on a variety of elements in-store, from standees and window posters to translights and flavor decals.General Mills is supporting the movie's release with special product packaging on its Big G cereals, Totino's pizzas and Pop Secret brands. Hewlett-Packard is partnering with DreamWorks for a more technical online campaign. The M&M's brand is featured in value-added promotions in theaters across the country. Valpak has created a direct-mail program that features the movie characters on the cover of its familiar blue envelope and directs consumers to look inside for free movie tickets and to enter a sweepstakes. Finally, Sinbad is part of Speedway SuperAmerica's fountain drink business this summer. More than 1,400 locations will be offering an exclusive Sinbad collector's cup.Some of the promotional partners are part of longer-term agreements, while some were new to this film, Ryding says. "Essentially we try to find partners who are reaching a similar audience. Our films tend to skew fairly broadly, so it works well to partner with a company that also has a broad reach." She says her team identifies which companies will mesh well now and in the future in terms of DreamWorks' properties as well as the other company's objectives.

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