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SUMMER 1991/VOL. 5 NO. 11
WE WERE SEEING SPOTS BEFORE OUR EYES
There were spots on the posters, spots on the entry boxes, spots on banners, spotted concession attendants, spotted managers and spots all over the malls. No, it wasn’t an epidemic of chicken pox. It was the result of our promotional efforts to launch Walt Disney’s 101 Dalmatians.
Everyone who participated in the 101 Dalmatians Spotacular contest received similar material from Buena Vista but that was just the start. A quick survey of participating theatres showed us that the kits were well used and many people came up with their own twist on the contest. Here’s what went on in some of the theatres:
DAN KLASSEN , PETER VON STEIN AND STAFF Garden City, Winnipeg
From July 3 6, the entire Garden City shopping centre took part in a 101 Dalmatians’ event. Black and white balloons, paw prints, 5 standees and 47 101 Dalmatian one sheets decorated the mall. Mall management paid for 100,000 full-colour flyers and 69 radio spots, all of which advertised the opening date of the picture and the event at the mall. The Spotacular contest attracted over 1,000 entries and the Humane Society put up a display in the centre court of the mall which promoted the society’s Adopt-A-Pet program. A balloon burst contest was created by the Humane Society and mini-posters were used as prizes. Local television
came by to record the event and Dan ~
reports that the theatre phone rang off the hook with questions about the promotion, the Spotacular contest and the opening date for the picture.
RHONDA YOUNG AND STAFF Paramount, Edmonton
The Paramount was showing Terminator at the time when the contest was being offered and people attending didn’t seem interested in entering the contest. So, Rhonda took her banner and entry forms and visited various daycare centres in her area. Her winners were invited to a special screening of Shipwrecked and admission was given to children wearing their 101 Dalmatians T-shirts. Parents gained admission by donating an item of food for the Edmonton Food Bank. The trailer for 101 Dalmatians was shown before Shipwrecked and the candy bar was open.
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characters from the movie. There was
Children and their parents gathered around the 101 Spotacular Contest display at Vancouver's Park
FAMOUS NEWS
BRENDA BUGG, SCOTT KILLEN AND STAFF Bankers Hall, Calgary
101 Dalmatians didn’t screen at Bankers Hall but the staff thought they would promote the movic to their customers. A display was made with entry boxes in the shape of doghouses. The banner was right bchind the entry forms and the whole display was located so that no one entering the theatre could miss it.
PATRICIA SMITH , KIM MORLEY AND STAFF Lime Ridge Cinemas, Hamilton
The lobby of the theatre was complete with characters from the movie painted on the box office mirrors and entry boxes in the form of a fire station, Cruella’s mansion and the Radcliff home. On opening day the staff dressed up as dalmatians and