Blockbuster Video Seeks Couples, Families in New Spots

CHICAGO – Blockbuster Video Corp. breaks a network TV campaign tonight that retreats from the promotional ads of the past and remolds the video chain’s image.
In the new campaign from Kansas City-based Bernstein-Rein, families and couples are the main features under the new tagline, ‘Make Your Night a Blockbuster Night.’ The thematic, slice of life spots try to convey a ‘family feel.’
The new campaign is part of a big summer push for Blockbuster, and includes ex-NBA star Magic Johnson for the first time in Blockbuster advertising. Johnson will be featured in ads promoting Super Nintendo video basketball game that will be available in stores.
The shift in direction is coming from new Blockbuster senior vp/chief marketing officer Jim Hilmer, who came on board earlier this year. As part of the new focus, Hilmer is shifting more money into network TV and less on spot. Last year, Blockbuster spent only $7 million on network TV compared to $19 million on spot, according to Leading National Advertisers.
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