DUALSTAR, WARNER HOME VIDEO PROMOTE THE CHALLENGE
By Adnews Staff
Dualstar Video and Warner Home Video are promoting the Tuesday release of a direct-to-video movie called "The Challenge" with a number of marketing activities. The feature-length movie stars Mary-Kate and Ashley Olsen. The movie will initially be distributed through Wal-mart stores before rolling out to other retailers. Retail support includes merchandisers, posters and flyers. A consumer promotion offers purchasers a mail-in rebate. Print advertising will be placed in TV Guide, Famous Kids, What's Up Kids and The Magazine. Other elements include online promotion from YTV, ads on the Digital Advertising Network and trade advertising in publications such as Video One and Premier. Public relations are being handled by Langdon Starr Ketchum of Toronto.