Dominating retail at Christmas

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Disney wanted to launch its latest family movie, National Treasure, during the busy and cluttered run up to Christmas. The film was an adventure surrounding treasure hunter Ben Gates (played by Nicholas Cage) who goes on a global quest to unearth hidden history and treasures.

Disney came up with an unprecedented way of standing out from the pre-Christmas campaigns. Disney struck a deal with a national electrical chain retailer which meant that it simultaneously broadcast the movie trailer on all their 31,200 TV screens in all of their 1,600 stores for two weeks. This allowed National Treasure to dominate stores and store fronts at a fraction of the cost of using traditional media.

The film opened to sales that were 25% higher than expected which meant that the film was the most successful family movie launch in Spain in Disney history.

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