2009
Beatlemania 2.0
From THR
Beyond the fan excitement generated by the first remastering of the entire Beatles catalog in more than 20 years, sales also will benefit from the massive marketing push behind MTV Networks’ video game “The Beatles: Rock Band,” also released Wednesday. Sources said the game is backed by a $20 million-$25 million advertising campaign, which includes the value of advertising on TV networks owned by MTV parent Viacom. That will provide consumers with a timely refresher course on their favorite Beatles songs — and perhaps prompt many of them to pick up a newly minted remaster.
EMI is banking on the legendary band to be a strong seller through the holidays. The label shipped 4 million copies worldwide on the street date, including 1.9 million in the U.S. The catalog relaunch will get its own $1 million-$2 million TV advertising campaign, which will include spots on such key cable networks as ESPN, TNT, TBS, TV Land, USA Network and MSNBC. Sources said that the primary spend will be at MTV’s fellow Viacom sibling Nickelodeon as part of an effort to turn the network’s young, game-playing audience into Beatles fans.
Play Station3, XBox, Wii
1 vote
