"Toys in the Attic" Theatrical Launch Puts Film on Target for VOD and Home Video Sales Record
"Toys in the Attic" Theatrical Launch Puts Film on Target for VOD and Home Video Sales Record
Successful release campaign achieves performance thresholds to deliver substantial ancillary revenues.
"Los Angeles, CA, Sept. 10, 2012 (GLOBE NEWSWIRE) -- Hannover House executives are celebrating the successful launch of "Toys in the Attic" to theatres this past weekend as being the catalyst to trigger record sales for the film's upcoming video-on-demand and home video release. The acclaimed animated film, which opened on 25 screens in 7-markets, has met the performance thresholds needed for the company to close video-on-demand and home video placement agreements that collectively exceed the $1.6-million achieved with the January, 2011 release of Joel Schumacher's teen-thriller, "Twelve" (the company's previous VOD / home video sales record holder). Hannover House is an independent film distribution company, whose stock is traded on the OTC Markets under symbol HHSE.
"We told our shareholders that we were going to be smart about our theatrical releases," said Hannover House CEO, Eric Parkinson. "For 'Toys in the Attic' we spent wisely and conservatively with the target of meeting the requirements for our ancillary sales opportunities, while still positioning the film for legitimate, theatrical exposure. Our release plan achieved both goals, and the wisdom of our cross-media strategy will significantly bolster the company's bottom line this year," he concluded.
Theatrical marketing for "Toys in the Attic" was weighted towards internet promotions and ads (including an aggressive social media campaign), with less than 10% of expenditures going to traditional newspaper ads. This enabled Hannover House to generate better per-screen results than with the newspaper-heavy campaign expenditures for "Twelve," at a marketing cost of less than 15% of the $1-million+ dollars spent on releasing "Twelve" to theatres.
"Our data was showing how increasingly irrelevant print-edition newspaper ads were becoming to a movie marketing strategy," said Parkinson. "A vast majority of movie goers now obtain their show-time information from internet sources, major ticket sellers and exhibitor websites. There's no payback in buying newspaper print ads anymore. This changing market condition enabled us to pursue internet opportunities to reach movie-goers at a dramatically lower cost."
"Toys in the Attic" opened on single-theatre exclusive engagements in New York and Chicago, with multiple screen runs in Los Angeles, Dallas-Ft. Worth and Washington, D.C. The film also opened in Memphis, Roanoake and N.W. Arkansas in order to provide Hannover House with a broad spectrum of market sizes and screen breadth data for better planning of the film's expansion and roll-out. The film will add three markets this weekend (Sept. 14), and ten additional markets the following weekend (Sept. 21)." ...(more)
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