JVC, one of the world’s leading developers and manufacturers of sophisticated audio, video and related software products, today announced that it is partnering with New Line Cinema to establish a comprehensive co-branded marketing program. The partnership will cross-promote JVC consumer video products with the theatrical and home video releases of The Lord of the Rings motion pictures, and casts JVC as the exclusive electronics sponsor of the highly anticipated epic adventure trilogy.
The three year deal, with an estimated value of over $40 million in advertising and promotions, represents a major initiative from the JVC Consumer Video Division and New Line Cinema that will encompass print, radio, and TV outlets. The initial stages of the campaign will kick-off with the unveiling of a JVC Times Square billboard. JVC and New Line Cinema will also collaborate to create additional sweepstakes, bounce back, and bundling opportunities.
“JVC is pleased to join its high-quality line of consumer video products with New Line Cinema’s promotional efforts for The Lord of the Rings to bring consumers a fully integrated experience for the enjoyment of this groundbreaking epic,” said Jerry Barbera, vice president of JVC Consumer Video Division. “The creative imagery behind The Lord of the Rings makes it a perfect vehicle for JVC to deliver its message of innovative technology by maximizing the consumer’s visual experience with JVC video products.”
“The New Line-JVC relationship is rich with history and success,” said Rose Polidoro, executive vice president of national promotions of New Line Cinema. “Our Lord of the Rings partnership affords us the opportunity to build a strong marketing presence over a three year period and maximize the first ever release pattern.”
J.R.R. Tolkien created The Lord of the Rings, which takes place in the mythical world that is “Middle-earth.” It’s a story of good versus evil that features extraordinary heroes and wondrous creatures. The trilogy will debut on December 19th with the first movie in the series, The Fellowship of the Ring. JVC will provide promotional support for both theatrical release and the video edition scheduled to debut on shelves in 2002.
JVC will launch its promotional efforts with limited edition co-branded DVD player and VCR packaging featuring a custom compilation DVD or VHS version of The Lord of the Rings trailers, never-before-seen behind-the-scenes footage, an exclusive limited edition The Lord of the Rings sticker and special offers from America Online. The co-branded DVD player and VCR packages are scheduled to be in stores by September.
JVC will also sponsor a retail sweepstakes for tickets to the premiere of The Lord of the Rings in December.
The JVC Consumer Video Division develops and markets products such as Digital Video Camcorders, Compact VHS Camcorders, Digital Still Cameras, Digital VCR’s, Super VHS VCR’s, VHS VCR’s, and Digital Versatile Disk (DVD) players.
The Lord of the Rings is directed by Peter Jackson and produced by Barrie M. Osborne. The films feature a strong international cast that included (in alphabetical order) Sean Astin, Sean Bean, Cate Blanchett, Orlando Bloom, Billy Boyd, Brad Dourif, Ian Holm, Christopher Lee, Ian McKellen, Dominic Monaghan, Viggo Mortensen, John Rhys-Davies, Andy Serkis, Liv Tyler, and Elijah Wood.
About New Line Cinema
Founded in 1967, New Line Cinema is the entertainment industry’s leading independent producer and distributor of theatrical motion pictures. New Line licenses its films to ancillary markets including cable and broadcast television as well as to international venues. The company, which is a subsidiary of AOL Time Warner Inc., operates several divisions including in-house theatrical distribution, marketing, home video, television, acquisitions, production, licensing and merchandising units.
JVC, headquartered in Wayne, New Jersey, is a leading consumer electronics manufacturer. The company distributes a complete line of video and audio equipment including DVD players and changers, camcorders, VCRs, color televisions, home and portable audio equipment, mobile entertainment and recording media.