Back in Blonde: MGM Plans Blowout for Sequel

The outlook is blonder and greener for MGM as it prepares for next month's sequel to one of its most successful films in recent years. Legally Blonde 2: Red, White & Blonde opens July 2 with an estimated $50 million-plus in marketing support from the studio and partners.

The original 2001 film brought in more than $95 million at the box office with only four promotional partners. This time, 11 partners are lined up for the release.

In the film, Elle Woods, the bubbly blonde lawyer played by Reese Witherspoon, heads to Washington, DC, to tackle cosmetic testing on animals, which made it a challenge for MGM to find tie-in partner choices in a few cases. "There aren't a lot of companies that can say they don't do animal testing," said Helene Bousel-Cohen, VP-promotions for the Santa Monica, CA-based studio.

Although promotions for the first film were successful—Clairol's Herbal Essences scooped up a 2002 Reggie for its tie-in—OPI Products is the only returning partner. Additional Blonde 2 partners are Sephora, Stila, Frederic Fekkai, Sanyo, Mikimoto, Gateway, Mattel's My Scene.com, Limited Too, Pizza Hut and Pottery Barn catalog. The companies support spans national TV and print advertising and grassroots, p.r., online, text messaging and other initiatives.

New York City-based Estée Lauder's Stila brand has created Blonde-themed makeup books. The product, which rolls out June 19, will sell exclusively at Sephora for $45. Stila will donate a portion of proceeds from the books to the American Society for the Prevention of Cruelty to Animals. New York City-based Sephora will carry Baby Blonde shampoo from Frederic Fekkai. Plus, Stila and Frederic Fekkai, both New York City, are hosting a sweepstakes in Sephora stores offering a hair makeover from Frederic Fekkai himself.

OPI, N. Hollywood, CA, has a print campaign in the June and July issues of Marie Claire, Lucky, Elle Girl, Seventeen and In-Style touting its Red, White and Blonde nail polish collection. Among various sweeps in the magazines, consumers can win a private screening of the film with 40 friends, shopping sprees and movie tickets.

Meanwhile, Verizon Wireless, T-Mobile, Cingular, AT&T and Sprint have collaborated for a program to promote text messaging. Users key "BLNDE" into cell phones to enter a drawing for an H. Stern ring (worn by Elle in the film). Elsewhere, Poway, CA-based Gateway is leveraging its product placement of a custom pink Notebook in the film with trailers, P-O-P displays and an in-store promotion.

San Diego-based Sanyo highlights the photo-taking technology of its SCP-8100 mobile phone with dedicated print ads and Mikimoto pearls, which are also sported by Elle in the film, supports with P-O-P displays. Mattel, El Segundo, CA, has created a Webisode where its My Scene dolls have an encounter with the flaxen-haired lawyer.

Finally, MGM theatrical is teaming with its home entertainment division for a program that advertises the Red, White & Blonde on Pizza Hut delivery boxes. Boxes also contain a $3 coupon for the original Legally Blonde DVD.

If that doesn't prove blondes have more fun, it may prove they can bring in more cash.