‘Incredibles’ DVD Promoted Online

“The Incredibles” is about to catch its second wind as the DVD hits shelves, and its distributor tapped online media to help fill the sails.

Buena Vista Home Entertainment (BVHE) is looking to True North and Avenue A/Razorfish to support the home video release of the animated film. A rich media banner campaign launched Tuesday, a week ahead of the DVD’s availability.

Avenue A/Razorfish handled media and True North did creative for the effort. Ads in multiple formats were placed on Yahoo, Disney Online, America Online, Nickelodeon and the Cartoon Network. One 300 x 250 banner unit lets Web surfers watch the trailer and get information on the characters without clicking away from the page.

Neither ad spend nor impression volume were disclosed.

Avenue A/Razorfish counts Disney among its regular clients. The agency’s relationship with BVHE resulted in campaigns for more than 60 DVD releases in 2004.

The film took the Oscar last week for Best Animated Feature. It grossed $260 million in the U.S., the 28th biggest domestic box office haul ever. Disney, of course, hopes to make much more with the DVD launch.

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