Making A Splash

After selling more discounted copies of the Titanic video quicker than it expected, online video retailer may be pulling back the ad campaign heralding the special promotion, said sources.
The Emeryville, Calif., company sold more than 200,000 copies of the video at $9.99 each, $20 below the suggested retail price, in the first week of the month-long offer, which premiered Aug. 31.
The company is backing the promotion with its first-ever ad campaign, comprised of outdoor and TV executions. The ads–the inaugural effort for the client from project agency Gardner, Geary, Coll & Young, San Francisco, are appearing in six major markets nationwide.
TV spots show a copy of the video–with the movie’s star-crossed lovers, Leonardo DiCaprio and Kate Winslet, on the cover–slowly sinking into a cold, dark ocean under a starry sky.
For a sequel, the agency and client are discussing ideas for promoting other titles during the Christmas season. –Jane Irene Kelly