Marketing Challenge

Create excitement for the DVD release of Happily N’Ever After, targeted to children 4-11, which did not perform as well as expected at the box office.

The Results

Create a home video campaign that sparked consumer interest and packaging that stood out on retailer shelves.  Highlight the two sidekick characters who tested high among the target audience, prominently on the key art and related marketing materials to generate a fun and fresh look. Play up the unique animation style to appeal to adults also. The materials included packaging, posters, consumer and trade ads, as well as POP displays and in-store palettes. The overall advertising campaign generated over 1 billion impressions and included national promotions helping to renew excitement and interest in the movie.

© Lionsgate Entertainment