In New Zealand, Prince Caspian DVD Rental also contains Book
January 15th, 2009 by Paul Martin | Source: Media Life Magazine
“Is the book better than the movie?” That is the question that people across New Zealand are faced with when renting Prince Caspian on DVD. Opening the rental case, on the left is the DVD with the feature film, and on the right is that question. The question is printed on the first page, which is followed by the first two chapters of the book. Kind of a bonus for renting the DVD.
After the two chapters was a page with the New Zealand Book Council’s logo that encourages kids to keep reading.The idea came from the book council’s agency, Colenso BBDO in Auckland. Lisa Fedyszyn, an art director at Colenso BBDO, says she and creative partner Jonathan McMahon thought of the idea while brainstorming over ways to encourage young people to read more.
“The main competition for books, DVDs, seemed to be the perfect medium to hijack,” Fedyszyn says.
The campaign began in November in video rental stores in Auckland and surrounding areas, and while Fedyszyn says it’s still a bit too early to measure the response, it had all the right elements of a successful alternative media campaign. It reached just the people it needed to reach at just the right moment, and in a way sure to take them by surprise.
And it wasn’t expensive.
This is an interesting idea, and if it catches on there, it could become a neat way to get people reading more books, or to introduce people to the fact that a movie is based on a book that they might enjoy. It would be kind of cool to see.
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Tags: Book, DVD, New Zealand, Prince Caspian, Rental
This entry was posted on Thursday, January 15th, 2009 at 4:23 pm and is filed under Prince Caspian Book News, Prince Caspian Movie News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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That’s a very good idea! There are lots of books that I read because I loved the movie… Pride & Prejudice, Persuasion, Jane Eyre, Anne of Green Gables, ect. This sounds like a really wonderful way to encourage children to read.
Haha, people who have only seen the movie will read the first two chapters and say “What? Where’s Caspian?”