Special Touches Shine On Disney Standees

Buena Vista Home Video is releasing two standees this fall to help promote its Disney Classic releases, "Sleeping Beauty" and "The Jungle Book." Each corrugated display features special effects to make the units stand out."We try to do the standees with most of our major releases as part of our overall strategy," says Randy Erickson, vice president of marketing services for the Burbank, Calif.-based company. "They help us secure more in-store display spaces and help showcase the product. As a result, we try to do something with each one that's a little more eye-catching and different from our previous ones."The "Sleeping Beauty" standee, which measures 36 inches wide and 72 inches high, shipped in September to distributors and major accounts in conjunction with the new video. The standee touts this version as offering a limited-edition, fully restored format. It features the key characters and scenes from the movie in dimensional die cuts that make it pop out from the background. It was created by Cornerstone Display Co., San Fernando, Calif., which also created the "Jungle Book" standee.A dragon's flaming breath features a special pressure-sensitive prismatic film that was screen printed to the specific color desired for the flame. The effect makes the flame sparkle from ambient light. "That glow and glitter adds more eye appeal and attracts attention, while the dimension gives the customer something to linger over," Erickson explains. Highlighting this reflective quality further is foil-embossed backing behind the header's logo, making it pop out.Special effects also highlight the "Jungle Book" standee released in October. It features the jungle boy Mowgli sitting on top of his bear friend, who is floating in a pool of water created by a waterfall behind them. Between these layers is a sheaf of leaves on which sit an orangutan and a panther. It measures 36 inches wide and 66 inches high.The waterfall was printed onto an acetate layer that gives it a translucent, shimmering effect that adds a watery depth to it. The water beneath the bear also consists of an acetate to provide a see-through effect so that the rest of his body can be seen beneath. "We wanted both elements to really project the look of water to attract attention," Erickson says.Each video release also features several promotional partners offering rebates and discounts with some form of product purchase or other activity. "Jungle Book," for instance, features a character-premium offer with a quick-serve restaurant, a $3 mail-in rebate with a line of children's frozen dinners, and a voucher for a child to ride Amtrak free with an adult's purchased ticket. Similar promotions were created for "Sleeping Beauty" with McDonald's, Coca-Cola and Playskool Toys, and all are promoted on the standee."It can be quite a challenge to fit all of the promotional partners and their messages onto the standee in a format that is simple enough," Erickson says. "We don't want to clutter the look, but we want our customers to realize there are a number of promotions and savings they can take advantage of by buying the products."

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