is stepping into the marketing of Warner Bros.’ Happy Feet
earlier than usual—during the movie’s theatrical run.
In November, Blockbuster will support the theatrical release of Happy Feet
with in-store signage, displays, employee crew wear, an online sweepstakes and game and store events.
In-store promotion will include everything from dancing penguins to photo stations.
“Blockbuster has the unique ability to establish a major thematic presence in-store and online,” said Curt Andrews, senior VP and chief marketing officer for Blockbuster.
The company plans to focus on one or two such marketing programs each year.
Coming to theaters Nov. 17, Happy Feet
is a family comedy about a tap-dancing penguin and features the voices of Elijah Wood, Robin Williams, Brittany Murphy, Hugh Jackman, Nicole Kidman and Hugo Weaving along with the dancing of Savion Glover.
The movie also will be promoted on Blockbuster’s in-store TV network and through member newsletters and direct mail.
Blockbuster stores also will carry Happy Feet
licensed merchandise, including a plush toy, games, videogame and Happy Feet
-branded Blockbuster gift card.
Cross-promotions with other Happy Feet
marketing partners also will be part of the program.