Studio-wide promotions and a special commemorative logo will mark the 75th anniversary of the venerable Warner Bros. studio. The focal point of the marketing push is the home video division, with over 350 titles-many of which are classic movies from the largest motion picture library in the world-are scheduled to be remastered and re-released on video with special 75th anniversary packaging. Many of these classic movies and other hit titles will be offered in enhanced collector’s editions and as multi-title gift sets.
The emphasis on sell-through to mark the anniversary is a result of tremendous growth in sell-through, according to a studio spokesperson. Today’s consumers collect video titles for their libraries like books, and classic catalogue titles account for substantial sales in video stores right now, he adds.
The US$30-million 75th anniversary marketing campaign, launched in conjunction with Time Warner, also incorporates tie-ins at Six Flags Theme Parks, limited theatrical re-releases of hit Warner Bros. movies, and retrospective film festivals and publicity events at Warner Bros. stores.
Four TV documentaries by producer David L. Wolper will explore the history of the studio, and will air on various Turner networks as part of the celebration.