Warner Bros.' "Space Jam," starring Michael Jordan, will
usher in a "new era" for it's $3B Looney Tunes franchise,
according to Jeff Jensen of AD AGE. In addition, the film will
also launch a feature animation unit and toy division for the
studio; provide the first use of parent Time-Warner's new Turner
Broadcasting System properties as "marketing tools"; and will
also provide the "inspiration" for a "broader foray" into sports
under the WB Sports brand, whose slogan is "Sports is
entertainment." For Jordan, the film is the start of a
"strategic effort" to create new opportunities for his sponsors.
The "Space Jam" promo push from tie-in marketers is estimated at
$70M, not including WB's own $20M marketing campaign. Jordan
sponsors McDonald's, Rayovac and Worldcom are tying in with the
film, along with other promotional partners General Mills, Jell-O
and Bayer Corp (AD AGE, 10/28 issue).
NO SWOOSH? Nike is not involved in "Space Jams," despite the
fact that their early '90's Wieden & Kennedy spots inspired the
film. Nike owns apparel rights to Jordan, but they "had
concerns" about "being part of the hoopla" of the film. Nike is
allowing WB to sell Jordan apparel, but only through its studio
stores. Jordan's agent, and one of the film's Exec Producers,
David Falk: "Nike had some reservations about the implementation
of the movie" (ADVERTISING AGE, 10/28 issue). At the WB Studio
Store opening in Manhattan last Wednesday, Jordan-inspired "Space
Jam" products were "big sellers." The talking Jordan doll and
the Jordan Triple Play, a set of three Jordan characters, were "a
hit" (WALL STREET JOURNAL, 10/29).
MIDTOWN MADNESS: Friday's opening of the Niketown superstore
in midtown Manhattan is profiled in the N.Y. POST. The 95,000-
square-foot store will be Nike's seventh, and largest, retail
outlet (N.Y. POST, 10/30).
