The magic of ANASTASIA has made believers of everyone at 20th Century Fox. Their tremendous excitement about this film has translated support both internally and from the entire Newscorp organization. The marketing campain for ANASTASIA was the most aggressive in the history of the studio. Below are just some of the campain highlights:
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| "It's the dream of every girl -- to be a princess, (You think that I could be royalty?) but for one young orphan..........." |
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| "We were strangers -- starting out on a journey. Never dreaming what we'd have to go through Now here we are, (This holiday season) and......" |
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| "... If the holidays have you -- out of control (That fell right out) and visions of minions are dancing in your head...." |
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| Sound Clip Talking About Anastasia Merchandise that was shown on the Anastasia premiere show. |
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| Interview with real royalty from the Anastasia premiere show -- Prince Mikhail Romanov |
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| Interview with Don Bluth and Gary Goldman from the Anastasia premiere show |
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| Interview with Meg Ryan from the Anastasia premiere show |
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| John Cusack talking about Dimitri. ""I'm playing Dimitri -- who is sort of a con man from St. Petersburg...." |
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| "DIMITRI!' "ANYA!" One step at a time, one hope then another. She's the real thing, Vlad........" |
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Year Long In-Theater Presence
- Teaser trailer designed to appeal to parents - Christmas '96
- Teaser poster and revised teaser trailer with only finished animation - Spring '97
- Kid-oriented trailer, poster, standee and banner - June '97
- Final general audience trailer, poster and standee - Fall '97
Largest Media Campain in Fox History
- 35% more than Fox spent to open INDEPENDENCE DAY
- Summer-long cable TV stunt on top four cable networks for women and kids
- Spots in top-rated network season premires
- Signature sponsership of U.S. Professional Figure Skating Championships on ABC Primetime during November Sweeps
- Tremendous outdoor presence
- Print campain targeting moms and kids
- Radio buy against women 18-49
- Extensive newspaper schedule featuring 4-color adds
Major Publicity and Press Efforts
- A series of impressive mailers to top 500 national and local outlets introducing key characters from the film
- A spectacular ice show featuring world champion skaters, film footage and ice dancing set to the movie's original songs. (Anastasia on Ice Page coming soon.)
- Russian-themed press events in NYC and LA
- Mid-point press junket at the Fox Animation Studios in Phoenix, including a screening of the most recent cut of the film and a presentation of the filmmakers
- National ANASTASIA Literacy Initiative including library displays, reading programs and PSA's featuring ANASTASIA
- Three ANASTASIA TV Specials - a general audience network special and two targeted specials on cable, one for moms and one for kids
- Fashion Week press event in New York City
- Press junket in Paris
- World-wide premiere
- Macy's Thanksgiving Day Parade featuring ANASTASIA float and muscial dance performance
Extensive In-School Presence for Fall '97
- Series of ANASTASIA-themed study guides reaching 8 million kids
- One-million ANASTASIA book covers to 3,000 schools
- Sponsoring the November issue of the Tooned-In Lunch Menu which reaches 4 million kids.
Promotions
- Shell Oil Co. Promotion
- Burger King Partnership including kids' meal promotion with multiple premiums, heavily supported by TV
- Multi-tiered theme park promotion
Coordinated Effort with Newscorp Sister Companies
- Multi-level Fox Kids Club Promotion with national and local programs and editorial support in Totally Kids Magazine
- Trailer featured on Fox Home Video releases including JINGLE ALL THE WAY and the direct-to-video CASPER sequel
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For more information, visit:
Anastasia Official Movie Site
Anastasia Official Video Site
Anastasia Official Doll Site
© 1999 AnyaCI@aol.com
© 1999 AnyaMuse@aol.com