Felix and Underdog get a radio and movie promo boost

Golden Books Family Entertainment is rolling out a support campaign this month to build sales for its Felix The Cat DVD (released July 31) and Underdog VHS and DVD title that debuted last fall.

GBFE will promote the vids on 20 major market radio stations with on-air giveaways of Felix and Underdog merch in mid-August. Fans can also register on each radio station’s website to win the titles.

Gearing up for the holiday season, GBFE will air an in-theater ad campaign on more than 800 screens in the U.S. over a six-week period in November and December. Almost six million viewers are expected to catch the 30-second spot, which taps into the ‘edge-of-your-seat’ style of action movies and is set to air before high-profile family films.

Willy Wonka’s comeback splash

Backed by a multimillion-dollar U.S. ad campaign that will bank over 500 million impressions with kids and families, Warner Home Video is rereleasing Willy Wonka & The Chocolate Factory on video to commemorate the property’s 30th anniversary. Support for the relaunch includes TV spots on major broadcast and cable networks including ABC, Kids’ WB! and Nickelodeon, as well as print ads in child and family publications including People, Parenting, selected DC Comics titles and Entertainment Weekly.

WHV has also partnered with Tony’s Pizza for a sweepstakes that involves sending five winners to Warner Bros. Studios; a full-page FSI on August 26 (35 million circ); over 15 million pizza boxes featuring the video; and a restaurant coupon inside every video. Coca-Cola will tie in for the Summer Catch Promotion, giving consumers who buy a 12-pack of Coke at Exxon or Mobil gas stations a chance to win a home theater system and 25 DVDs from WHV. Every 12-pack will offer a US$3 rebate toward the video. AOL will also offer a year’s supply of candy in an on-line sweepstakes.