Dreamwork's 'Madagascar' trailered on a Paramount DVD
According to Video Business, the upcoming Dreamworks film 'Madagascar' has been trailered on Paramount's DVD release of 'Lemony Snicket's a Series of Unfortunate Events'. Although header trailers of new releases have been on DVDs for some time, this is the first instance of a competing studio's trailer on a DVD.
The unusual move is due to pre-existing promotional agreements between Dreamworks and Paramount:
This unusual case of a studio promoting another's fare came about because Lemony Snicket is a Paramount and Dreamworks co-production and thus the two are splitting domestic and international DVD revenue. The CG-animated Madagascar, however, is not a co-production.
DreamWorks and Universal Studios Home Entertainment discs often include cross-promotion of each other's movies, but that's attributable to the fact that Universal is DreamWorks' distribution partner. Paramount entered the mix back in November 2004, when DreamWorks' Shrek 2 DVDs featured a trailer for Lemony Snicket.
There just happens to be another great article in VB today discussing the inevitability of third-party studio commercials on DVDs. Today, a partner trailer, tomorrow, a Pepsi ad? Is this the opening salvo towards greater ad exploitation of the DVD platform?
[Via Video Business Online]
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