With cracks now appearing in the “all-in” streaming strategy, traditional, transactional home entertainment is getting a second look from some of Hollywood’s most powerful media and entertainment executives.
In March, Walt Disney Co. CEO Bob Iger said he believes the push toward streaming theatrical titles undermined the licensing and retail businesses.
“Home video, at one point as we called it, was extremely lucrative for our company,” Iger said. “We’re looking at all of that [again].”
Later that same month, Chicken Soup for the Soul Entertainment CEO Bill Rouhana said that as studios seek to maximize financial opportunities across original movies, the legacy home entertainment market cannot be ignored. “As [the studios] realize this, we stand to benefit because we are an important participant in the window, both in physical DVDs and TVOD,”
It’s not surprising, then, that studios are putting more muscle into their traditional home entertainment marketing campaigns. Even Disney, which has been throwing money into its Disney+ streaming service, took a step back last January with a gala influencer event in Los Angeles celebrating the Blu-ray Disc release of The Menu.
For the fifth year, Media Play News is honoring the top studio marketing campaigns of the past year (April 2022 through March 2023) and the teams that made them happen.
Paramount Home Entertainment
■ Top Gun: Maverick
Produced by Paramount Pictures, Skydance and Jerry Bruckheimer Films,
Top Gun: Maverick was a record-breaking box office success as well as the best-selling digital release of all time and a top disc release of the year.
The film’s home release flight took off on Aug. 23, 2022, via digital sellthrough, gained altitude Sept. 20 on video-on-demand, and reached Mach-10 on Nov. 1 on 4K Ultra HD, Blu-ray Disc and DVD.
As the first film in history to be No. 1 at the box office on both Memorial Day and Labor Day, Top Gun: Maverick was positioned as the year’s biggest movie event. The home entertainment campaign kicked off with dual messaging inviting audiences to “see it again in theaters” and “bring it home on digital,” with incredible bonus content. For those who wanted to take their Top Gun experience to the next level, a collectible two-movie Steelbook gift set was timed for the holiday season. This special edition included exclusive artwork and collectible items.
The film’s marketing campaign reached a broad audience and successfully converted new, younger audiences to digital and physical consumers. It included a massive TV ad blitz, with wide coverage in sports, on prime-time TV, and late-night TV. On cable networks, Paramount ran spots on many high-profile originals. Other elements included a highly visible and creative digital media campaign as well as outdoor signage in prime locations.
The campaign was focused on igniting excitement for younger audiences through realistic jet-flying action and the star power of Tom Cruise, while nodding to nostalgia by highlighting beloved characters from the original film. The strategy pushed the limits with immersive and engaging content, carefully orchestrated with bespoke creative and a PR campaign that maximized the cast and also highlighted the stunts by taking journalists and influencers up in real planes to dogfight and perform daredevil maneuvers such as those seen in the film.
The multi-faceted promotional campaign for Top Gun: Maverick included live events and targeted promotional partnerships, including a music festival integration, a partnership with a luxury fitness brand, and a partnership with a high-profile volleyball tournament. One standout event was the AutoTrader Echopark Automotive 500, part of the NASCAR Cup Series at the Texas Motor Speedway in Dallas. Fans were thrilled to see stars Jay Ellis, Danny Ramirez and Lewis Pullman as co-Grand Marshals, kicking off the day with a ride in a Camaro pace car, followed by live interviews.
In collaboration with full service agency MAP360 Collective, Paramount delivered the ultimate fan experience at the event, unleashing a Top Gun: Maverick-branded truck loaded with AV content, a photo booth, giveaways, and a geo-targeted Snapchat AR lens. The campaign also included projecting AV content on the world’s largest HD LED video board, the “Big Hoss,” and a prime TV spot during the race for home viewers, plus a strategic social media presence to extend the reach of the campaign.
The marketing team employed innovative social amplification tactics throughout the campaign to engage fans across various online platforms, including interactive behind-the-scenes content, an extensive influencer program and user-generated content to further extend reach. The Top Gun: Maverick NASCAR event earned the Home Entertainment Media Play Award for Best Marketing Initiative.
The Paramount Home Entertainment marketing team:
- Michele Bell, EVP, Worldwide Creative Services,
oversees all of the division’s product packaging and digital design, in-store and online creative assets, and print, broadcast and online advertising. Bell is known for navigating the ever-changing home entertainment landscape with creative solutions that reach a wide range of consumers across traditional retailers and emerging digital platforms. Her focus is on developing compelling, persuasive, and disruptive creative assets that demand attention and drive consumer sales. Bell has more than 20 years of home entertainment marketing experience.
- Alanna Powers, SVP, Worldwide Marketing, spearheads the division’s global marketing strategies, product development, and management of all feature-length new releases, library titles and acquisitions.
- Michele Rumain, VP, Media, oversees domestic home entertainment media planning for new-release, catalog, acquisitions and television product.
- Adrianna Krikl, Executive Director, Worldwide Creative Services, leads creative for new releases, catalog and television campaigns, including product packaging and digital design, in-store and online creative assets, and print, broadcast and online advertising.
- Lin Park, Executive Director, Global Digital Marketing, leads the division’s global digital and social marketing strategies, creating impactful campaigns for feature-length new releases, library titles, acquisitions and TV series.
- Dashiell Winston, Senior Manager, Global Digital Marketing, leads the division’s global digital and social marketing strategies, creating impactful campaigns for feature-length new releases, library titles, acquisitions and TV series.
- Eddie Medranda, Executive Director, Global Brand Marketing, oversees global marketing and product strategy for new-release titles on digital and physical.
- Rebecca Johnson, Senior Manager, Global Brand Marketing, oversees global marketing and product strategy for new-release titles on digital and physical.
The PR team that worked on Top Gun: Maverick consisted of Kirsten Anderson, Pamela Grant, Alan Meier, Deborah Peters, Sharon Ramirez and Deborah Thompson. Also playing an integral part in the campaign were Melinda Froelich in International Marketing, and Hilarie Hildebrandt in Customer Marketing.
Universal Pictures Home Entertainment
■ Jurassic World Dominion
Universal Pictures Home Entertainment debuted the billion-dollar global box office blockbuster Jurassic World Dominion for home viewing with a progressive rollout of premium and traditional window offerings, following its chart-topping domestic theatrical release.
Leveraging the awareness and excitement generated by the massive theatrical campaign, UPHE designed a holistic, breakthrough in-home marketing campaign, creating strategic pulse points to drive consumer excitement from the premium window launch through the complete release cycle.
Beginning with the premium window and embraced widely by the industry’s top digital retailers, Universal drove a sweeping national advertising campaign across broadcast, digital and social media that powered messaging to consumers that the event film of the summer was now available straight from theaters into their homes, for the first time ever.
As the film transitioned to the traditional home entertainment window, the marketing campaign further progressed, training its focus on effectively differentiating from the premium release. Delivering a standout collectible offering, UPHE leaned heavily into the value of ownership with an all-new, highly anticipated extended edition that included 14 additional minutes of the film, an alternate opening and, of course, more dinosaurs.
Propelled by a comprehensive, five-week media flight that generated more than 520 million impressions across linear and digital, the traditional campaign launched with a coordinated social roadblock announcing the extended edition, anchored by posts from the film’s Chris Pratt, Bryce Dallas Howard, BD Wong, Sam Neil, Dichen Lachman, Kristoffer Polaha, Isabella Sermon, DeWanda Wise, John Nolan, David Vickery and director Colin Trevorrow. The initiative resulted in the announcement trending on Twitter.
Standout publicity initiatives were punctuated by a global press and influencer event in Malta, a key filming location in the film. Domestic and international attendees traveled to the island destination to take part in a multi-layered, immersive local experience with the film’s writer-director, Colin Trevorrow, and actors Bryce Dallas Howard and DeWanda Wise, initiating fresh content and comprehensive press and social coverage that generated millions of impressions around the world for the home entertainment release.
Other complementary high-impact PR tactics included additional talent interview support from Dichen Lachman, BD Wong, John Nolan and David Vicke, as well as high-profile media placements leveraging the exclusive bonus content.
In addition, UPHE directly engaged its community of movie fans on its Universal All Access rewards site with a live-hosted trivia night that featured Jeff Goldblum.
Amplifying further awareness, the campaign was buoyed by several national promotional partnerships, including a collaboration with Trigger and Niantic to create the Jurassic World Dominion DinoTracker app — a mixed-reality, AR app-based experience bringing dinosaurs into the real world — and a custom-branded promotional sweepstakes with Xbox, the popular video game console from Microsoft.
Finally, event-level merchandising drove massive attention to the release across national digital and physical retailers, with multi-week-long premium placements, including a trailblazing activation with Amazon Prime Video X-Ray that featured the release’s captivating bonus extras — the first such partnership for UPHE with Amazon Prime Video X-Ray.
The Universal Pictures Home Entertainment marketing team:
- Hilary Hoffman, EVP, Global Marketing, oversees
strategic marketing for Universal and its distributed lines worldwide across feature film new-release, library and TV properties. Her responsibilities encompass defining go-to-market strategies and the company’s overall approach for consumer engagement, including developing and leveraging new platforms and technologies as well as direct-to-consumer initiatives to drive profitable growth. She is responsible for creative, digital content, retail marketing, media, digital marketing, publicity and consumer insights and has developed cross-divisional efforts within Comcast/NBCUniversal, resulting in increased exposure for key releases. Her focus on the digital space is ongoing with marketing initiatives across paid, owned and earned platforms that improve targeting and direct-to-consumer outreach. Additionally, she serves as UPHE’s key representative on priority industry initiatives, with a particular focus on evolving new and emerging technologies into revenue generating businesses.
- Pam Blum, SVP, Global Marketing, oversees creative marketing services and the development of value-added content for the studio’s digital and physical releases on a worldwide basis. Her responsibilities also extend to include maximizing opportunities cross-divisionally within NBC Universal.
- Lea Porteneuve, SVP, Global Publicity & Communications, oversees global business, technology and executive communications for UPHE as well as leads strategy and advancement of brand-defining publicity initiatives in support of the studio’s digital and physical in-home offerings around the world.
- Denise Haro, SVP, Global Consumer Insights & Strategy, oversees business analytics, focusing on external market analytics, trend analysis, and long-term outlook. She also manages UPHE’s consumer insights and research. She is focused on aligning global commercial strategy around product, window, messaging, and innovation founded in business and consumer insights. Throughout her tenure, she has been influential in shaping company strategy.
- Sandy Choi, SVP, Global Brand Marketing & North America Partnerships, manages worldwide marketing for Focus Features’ home entertainment new-release slate as well as all of UPHE’s North American third-party partner relationships. Additionally, for all of UPHE’s distribution partners, she oversees the development and execution of all marketing campaigns across both physical and digital platforms and leads the cross-functional team responsible for the overall business.
- Stephanie Lutjens, SVP, Global Brand Marketing, spearheads global strategic marketing, product development and management of all new-release titles from Universal Pictures, Illumination and DreamWorks Animation, in addition to the studio’s extensive catalog and television library. She also manages worldwide home entertainment promotions.
- Ted Chi, SVP, Digital Marketing and Media Strategy, leads the team responsible for all aspects of digital marketing, including the strategy and execution of paid media, social, influencers and e-mail marketing with an emphasis on data and innovation.
- Darris Sherman, SVP, Domestic Account Management & Customer Marketing, Digital Distribution, is responsible for maximizing Universal Pictures Home Entertainment’s transactional film and television digital (premium, sellthrough, VOD) revenues. He leads the go-to market strategy, business portfolio and corresponding marketing and merchandising efforts with UPHE’s retail partners throughout the United States and Canada.
Warner Bros. Discovery Home Entertainment
The home entertainment marketing campaign for director Baz Luhrmann’s Elvis began in August 2022 and continued through September. A multi-faceted marketing campaign was implemented to continue the film’s momentum into the digital and physical sales windows. The Warner Bros. Discovery home entertainment marketing team, working closely with the Warner Bros. Pictures teams responsible for the theatrical launch of the film, implemented multiple strategies to optimize the early premium digital ownership and rental window in August and the physical sales window featuring 4K UHD, Blu-ray Disc and DVD offerings in September.
Beginning with the development of key art, the creation of packaging built upon the theatrical one sheets to highlight Austin Butler’s iconic portrayal of Elvis Presley. The four U.S. product offerings (digital, 4K UHD, Blu-ray and DVD) — along with a two-film collection including Elvis and another Luhrmann film, 2013’s The Great Gatsby — used close-up imagery of Butler. International key art utilized the powerful Elvis title treatment, an alternate take on imagery for markets where Butler and Elvis Presley were not as widely known.
Compelling bonus content was created for the digital and physical product offerings, including in-depth interviews with Luhrmann and his filmmaking team; Butler’s training to perform Elvis’ songs and portray the legend; a focused look at costume designer Catherine Martin’s process to design Elvis and Priscilla Presley’s unique look and style through multiple decades; and an exploration into the re-creation of Elvis Presley’s quintessential Memphis and Las Vegas homes in Australia, featuring interviews with Luhrmann, Martin and others from the filmmaking team.
TV spots that highlighted Butler, the music and iconic moments from the film, as well as displayed advertising assets leveraging the main key art, were created to run across a two-month-long media campaign to support the premium digital and 4K UHD, Blu-ray and DVD release windows. The campaign utilized full-funnel tactics to reach broad audiences and core Elvis fans alike to drive awareness, purchase intent, and sales for all home entertainment formats. It spanned across digital and broadcast/linear
platforms that drove an estimated 75 million impressions.
As part of the social media campaign for Elvis, a range of social assets were created that highlighted different aspects of Elvis Presley’s life.
Additionally, behind-the-scenes footage was created of Butler as he transformed into Elvis for the movie. WBD marketers also worked closely with director Luhrmann and his team to ensure that the social assets were aligned with his creative vision for the movie.
The home entertainment window for the film coincided with Elvis Week at Graceland, an annual celebration where fans from around the world gather in Memphis. Partnering with Graceland and the Elvis Presley Estate, Warner Bros. Discovery placed ads for the home entertainment offerings in the official event guide, developed 30-second pre-roll spots to run during the nightly screenings of Elvis Presley films in the Graceland theater, and coordinated with Graceland to sell Elvis 4K UHD, Blu-ray and DVD product on site.
The marketing team that worked on Elvis consisted of Kristina Fugate, Thomas Desage, Stella Kim, Allene Kim, Rebecca Villagomez, Lindsay Feng, Jason Gray, David Miller, Mireille Wello, Corey Benick, Sandy He, Traci Carroll, Kim King, Bonnie Wintringham, Casey Estevez, Kaiti Jorgensen, Cindy Parker, Emily Zalenski, Stuart Herriott, Michael Foell, Chris Baldwin, My-lan Beauford, Michele Brownson, Adriana Monsalve, Tom Kim, Danielle Dunn, Jack Walker, Stephen Simyak, Adrian Atkins Doyle, Aria Spence, Deanna Lee, Dorretha Bennem, Lynette Jones and Jowel Gastelum.
■ House of the Dragon: Season 1
The “Game of Thrones” prequel “House of the Dragon” debuted on Sunday, Aug. 21, 2022, to the largest audience for any original new series in the history of HBO. To keep the momentum of the show going and to target the holiday gifting season, the marketing team set an ambitious release date of Dec. 20, 2022, just two months after the show’s season finale.
House of the Dragon: The Complete First Season was released on 4K UHD, Blu-ray and DVD, with each format having a different iconic key art with stunning special finishes. There was also a Limited Collector’s Edition with exclusive artwork in Steelbook packaging. All formats included more than one hour of bonus features, with two exclusive featurettes delving deeper into the world of Westeros and the return to the Seven Kingdoms, reflecting on the legacy of “Game of Thrones” and its connection to “House of the Dragon.”
The release was supported by a two-week national paid media campaign across online platforms including a strong push across the HBO, “Game of Thrones” and “House of the Dragons” social channels. To continue raising awareness of the franchise, promotional programs were run across physical and digital formats including “House of the Dragon” branded gift cards redeemable across the Vudu store, a “House of the Dragon” branded room at Roku that included “Game of Thrones” home entertainment bonus features, plus a six-month partnership with the American Red Cross.
In addition to a global home entertainment announce two days after the season finale, the publicity team secured participation in the first official “Game of Thrones” convention held in Los Angeles in December.
“House of the Dragon” season one cast members Paddy Considine (King Vaserys Targaryen), Steve Toussaint (Lord Corlys “The Sea Snake” Velaryon) and Matthew Needham (Larys Strong) attended the convention and promoted the home entertainment release during their panels. A sneak peek of the exclusive bonus feature “Return to the Seven Kingdoms” was shown to fans ahead of Considine’s panel. And Needham took time to do interviews with key media outlets from the United States, the United Kingdom, France, Germany and Japan.
The marketing team that worked on House of the Dragon: Season 1 included Mary Ellen Thomas, Tina DePass Lujan, Lourdes Munoz, Tala Beigi, Karen Gilman, My-lan Beauford, Alice Calamar, Kevin Mason, Madeline Bailey, Lance Murakami, Swapnil Patel, Damian McArdle, Sandra Kim, Marina Fletcher, Maria Hernandez, Sydney Bernardo, Adrian Atkins Doyle and Aria Spence.
Sony Pictures Home Entertainment
Based on the popular PlayStation video game franchise by Naughty Dog, Uncharted achieved a healthy theatrical performance of $149 million at the domestic box office, providing a strong foundation for home entertainment.
Key to the marketing campaign was fresh and bespoke content. Clips from the bonus materials were strategically released. Amassing more than 22 million impressions at announce, a sizzle reel highlighting more than an hour of bonus features — including deleted and extended scenes — was released to press and social media channels.
Multiple custom assets, featuring talent Tom Holland and Mark Wahlberg, generated millions of impressions. An influencer program comprised of TikTok buddy duos, parent influencers and dad meme accounts evangelized the release with custom content to millions of followers.
As part of the publicity campaign, scavenger hunt puzzle mailers were sent out to both press and influencers, with a reach of more than 19 million. A themed escape room experience, featuring special guest Terry Crews, was executed with TikTok and Instagram influencers, reaching more than 16 million viewers.
An extensive media campaign was activated across sports, prime-time, network, cable, CTV and digital programming, surrounding co-viewing environments that reached both parents and kids with TV/digital outlets and kids’ gaming platforms.
Custom merchandising takeovers developed by the marketing team, along with prime placements at digital and physical retailers, left no one unaware that the movie was available to own.
Finally, one of the most impactful activations was a first-of-its-kind program put together with PlayStation. An exclusive piece of content was developed to highlight the Easter eggs in the movie that were nods to the video game. This debuted on the PlayStation 4 and 5 platforms in nine countries across the globe, in partnership with Prime Video. The exclusive content piece amassed more than 28 million impressions.
The marketing team that worked on Uncharted included Lexine Wong, Jennifer Curtis, Katie Ullrich, Gregg Shack, Joe Burg, Derek Mihalik, April Florentino, Eric Kent, Amy Tesser-Marquez, Alex Andujar, Tara Rais, Paulo Kim, Jane Mohon, Christine Galloway, Andie Wheatley, Diana Cheng, Doug Momii, April Cozart, Tony Arias and Courtney Yeh.
■ Clerks III
Clerks III tapped into the same fan base that made director Kevin Smith’s original 1994 ode to slackers, Clerks, a true cult classic.
The original Clerks is about a day in the lives of two convenience-store clerks named Dante and Randal as they bug customers, banter about movies, and engage in stunts such as playing hockey on the store roof. It is based on director Smith’s real-life experiences in the convenience and video stores where he worked in real life prior to finding fame in Hollywood. In Clerks III, after Randal suffers a heart attack, he enlists Dante and hangers-on Elias, Jay and Silent Bob to make a movie about the convenience store that started it all.
Clerks III was released theatrically in September 2022, with a digital release the following month and a Blu-ray Disc and DVD release in December. Talent continued to promote the film, across both social and traditional media channels, as it made its way out of theaters and into homes, with continued PR hits in both the United States and the United Kingdom as well as longer-form social media pieces leading up to the disc release to sustain consumer interest.
To drive advance sales at Walmart, Lionsgate teamed with the nation’s largest retailer on an exclusive Clerks III bundle that included both the Blu-ray Disc and a T-shirt. The exclusive combo quickly sold out, propelled by chatter on Reddit.
For Best Buy, Lionsgate created a highly collectible Steelbook, which was praised by fans for its beautiful design and vibrant colors, and was the only way for fans to obtain a 4K disc of the film in the United States.
But the true prize for devoted fans of the franchise was the hours of bonus features created specifically for the packaged-media release, including an audio commentary with writer-director Smith and actors Brian O’Halloran, Jeff Anderson, Trevor Fehrman and Austin Zajur; a documentary on the making of the film; deleted scenes; and a featurette on the franchise’s history called “We’re Not Even Supposed to Be Here Today: 3 Decades of Clerks.” The package won Best Extras/Bonus Material at the Home Entertainment Media Play Awards.
The marketing team that executed the home release campaign for Clerks III included Amelia Rogers, Megan Mell, McKenzie Smith, Gray Lindsey, Tiffany Olivares, Alex Klenert, Aaron Gershman, Nate Teresi, Patrick Gallagher, Nancy Julson, Karolina Plaza, Lisa Stephenson, Maria Chung, Sherry Voong, Joyce Hsu and Maria Donoso.
Walt Disney Home Entertainment
■ The Menu
Part satire, part horror, The Menu was a film that seemed to invite an element of wit and invention for its home entertainment campaign. Accordingly, the release was announced in a special bespoke press statement designed to look like a Michelin Star restaurant menu.
Deleted scenes and bonus clips were shared with select outlets to generate further interest for the home entertainment release, and many of the cast members, including star Anya Taylor-Joy (with more than 9 million followers on Instagram), agreed to post their support on social media.
Key press and influencers then received a lavish artisan chocolate skull kit designed by Adam Turoni, owner of the renowned Chocolat in Savannah, and a consultant on the film. The kit encouraged massive shares on social and in media coverage.
Finally, the physical release was celebrated with a Blu-ray Disc event at the Blockbuster Pop Up on Melrose Avenue in Los Angeles, where guests were served burgers and fries (by Irv’s Burgers), menu items that played an important role in the film, with cocktails inspired by the film’s main characters and, of course, s’mores for dessert. Press and influencers got to feel as though they were hanging out at a 1990s video store, complete with neon “Be Kind, Rewind” signs and menus printed on vintage Blockbuster cassette cases. The event generated hundreds of press stories and social coverage and the campaign resulted in 122 million estimated press and social media impressions.
■ Doctor Strange in the Multiverse of Madness
Doctor Strange in the Multiverse of Madness came to home entertainment only seven weeks after its hugely successful theatrical release. The Disney marketing team needed to capitalize on the success of the film while finding new ways to engage public attention and make the case for ownership.
The team leaned into three key strategies: First, highlight the significance of the title as the key film that expands the Marvel Cinematic Universe into the multiverse. Second, drive the collectability by engaging core Marvel fans. And, lastly, “Celebrate the Strange” with fan activations that highlighted the mind-bending alternate realities suggested in the film.
Collectability was emphasized early, with the exclusive artwork created for Best Buy, Target and Walmart all used to generate media coverage. The bonus content also was utilized, with select clips and previously unseen cast footage revealed on more than half a dozen mainstream and multicultural press outlets in stories that stressed the must-own and universe-expanding nature of the release.
With many of the established main cast having recently made multiple press appearances on behalf of the theatrical release, the home entertainment team continued their campaign by focusing on new Avenger “America Chavez,” played by Xochiti Gomez. The actress spoke eloquently and passionately to mainstream and multicultural press about her character’s roots, the increasing emergence of strong female superheroes and the limitless potential for a new wave of stories created by the multiverse.
Next, it was time to “Celebrate the Strange.” The home entertainment team reached out to Bruce Campbell, a frequent collaborator of director Sam Raimi, who had a cameo appearance in the film as the “Pizza Poppa,” the hilarious pizza purveyor from Universe-838. Knowing that San Diego Comic-Con International would take place just before the release of the Blu-ray and DVD, and that Campbell was a hugely popular figure with attendees, they created an opportunity for attendees to experience the multiverse in person with “Pop-A-Poppa” — an entertaining “Whack-A-Mole” type game built into a replica Pizza Poppa cart from the film. Participants won prizes and entered a new “reality” with themed photo opportunities. Campbell was also on hand to pose for photos with fans. All of this generated huge media interest and social media coverage.
Campbell also participated in multiple press interviews to promote the film, while his appearance in the convention center hall was eventized by creating a custom, all-new “Pizza Poppa” character poster and social creative assets, which included home entertainment messaging amplified across the Marvel Studios and Doctor Strange social channels, resulting in millions of views and engagement. Campbell also participated in an Instagram takeover of the Doctor Strange Official account to give fans at home an insider’s look at Comic-Con.
• Value at the Box
The big studios aren’t the only ones who are honing their marketing chops in the hopes of furthering a transactional home entertainment resurgence. Chicken Soup for the Soul Entertainment is hoping the wealth of big theatrical films coming out this year will boost business at its 32,000 Redbox disc-rental kiosks when those movies are released on DVD and Blu-ray Disc. In the meantime, the company has been stepping up its efforts to promote its kiosks as an affordable alternative to the high cost of maintaining multiple streaming subscriptions.
The Redbox Value Menu campaign launched in August 2022, the same month Chicken Soup acquired Redbox. The campaign is inspired by the fast-food industry’s dollar “value” menus. It is centered on $1 and $2 rental deals, which are refreshed every month and accompanied by limited-time, sometimes exclusive, “Hot Deal” offers on select new-release and catalog titles available digitally through the Redbox On Demand TVOD service.
With rising inflation, Redbox says, the campaign has become even more relevant as customers are seeking out deals and ways to save money.
Stickers on the kiosks serve as billboards and feature a QR code that scans to the Value Menu hub on the website. Ongoing emails, app push notifications and text messages inform customers of the latest deals. Digital placements on the Web, app and social media promote the campaign as well.
Since the campaign launched, rental and revenue for physical titles have exceeded forecasts by double digits, Redbox says. — Stephanie Prange