Pearl & Dean provides route to target children

Pearl & Dean is introducing a buying route aimed at youngsters in time for next year’s run of children’s movies, such as Toy Story 2 and Fantasia.

Pearl & Dean is introducing a buying route aimed at youngsters in

time for next year’s run of children’s movies, such as Toy Story 2 and


The company’s sales team is presenting the Kids & Co audience delivery

package to media agencies and will send out ratecards in January.

Kids & Co will select all ’U’ and ’PG’ certified films likely to appeal

to the four- to 14-year-old age group.

The cinema advertising organisation is also selling the package on the

fact that clients will gain access to their adult chaperones - the main

purchasers of film-related merchandise.

Of those four- to 14-year-olds, 75 per cent see film releases in the

company of an adult, rising to 99 per cent for younger children

(according to Caviar research).

Pearl & Dean is offering clients ’additional off-screen opportunities’

as part of the package, such as sampling in foyers, or competitions.

According to the company, 92 per cent of all four- to 14- year-olds go

to the movies. In addition, 75 per cent of children in that age range

buy film-related merchandise.

Pearl & Dean sales director Craig Harris said an increasing number of

film companies are making children’s films, and family movies like

Godzilla and Dr Dolittle are also on the increase.

’Everything used to ride on Disney, which made one big film a year. Now

people like Spielberg and Nick Park’s Aardman Animations are making

them,’ he explained. ’We have under-marketed them to concentrate on

mainstream films but five out of the top ten films next year will be

aimed at children.’

Children’s films scheduled for release in 2000 include Toy Story 2,

Fantasia, Chicken Run, The Tigger Movie and Dinosaur & Pokemon, which

recently broke US box office records by gaining the largest number of

admissions in an opening weekend of any animated film.

Harris said Pearl & Dean, which has a sales staff of six, will be

recruiting several people to handle client services in the new year.

Pearl & Dean has a 33 per cent share of cinema admissions. Its only

rival, Carlton Screen Advertising holds the majority.

It also offers clients sales packages designed to reach a higher

proportion of 15- to 24-year-olds and students.

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