DreamWorks Brings Back Partners for Sinbad DVD

DreamWorks has three of seven partners from the theatrical release of Sinbad: Legend of the Seven Seas returning for the home video release this fall with a variety of promotions lasting through the holiday season.

Baskin-Robbins, Masterfoods USA's M&M/Mars and Hewlett Packard are the returnees and Intel, Regal Cinemas, Applebee's Neighborhood Grill and Bar round out the list. The home video hits shelves on Nov. 18.

Consumers purchasing the video can play a peel-off instant-win game where everybody wins prizes ranging from Jeep Grand Cherokee Laredo (pulling a MasterCraft boat) to RCA portable DVD players, HP digital cameras, and Baskin-Robbins' ice cream cones. Plus, all packages will contain an instantly redeemable offer for a free M&Ms Minis tube. The instant-win program will also be carried across all of Glendale, CA-based DreamWorks' home videos, including Shrek, Chicken Run and Antz.

Baskin-Robbins will run Sinbad-themed TV spots plugging its Deep Blue Menace Sundae and Sinbad's Triple Punch Sherbert. Signage in the Glendale, CA-based chain's 2,400 locations support. Norm Marshall & Associates, Sun Valley, CA, handles for Baskin-Robbins, Glendale.

All packages of Hackettstown, NJ-based Masterfoods' M&Ms new color changing candies, M&M's Magic Minis will be Sinbad themed. The candies hit shelves in early November. A national FSI to 50 million consumers supports. Thomas J. Paul, Inc., Rydal, PA, handles.

Meanwhile, Intel and Atari have created an interactive PC game based on the movie, including special features for the Intel Pentium 4 processor. The DVD will include a demo of the game. Santa Clara, CA-based Intel will also host retail promotions.

Regal Cinema, Knoxville, TN, will provide Sinbad popcorn bags in its 500-plus theaters starting Oct. 31. And Applebee's, Overland Park, KS, will give out 4 million Sinbad cups and activity books at its restaurants. EastWest Creative, New York City, handles.

Hewlett Packard, Palo Alto, CA, will feature Sinbad activities at its Web site. DreamWorks is backing up the release with its own print, TV and online advertising campaign via Blue Collar Productions, Los Angeles.