Disney Backs Cinderella DVD with $150 Million Push

The Walt Disney Co. has rolled out a $150 million marketing campaign this week around the release of its Cinderella Special Edition DVD.

The campaign kicked off Sunday with the Cinderella Ball—sponsored by Procter & Gamble's Swiffer Wet Jet brand—complete with a pumpkin carriage and horses for little girls at the Waldorf Astoria Hotel in New York City. The marketing blitz peaks in Los Angeles today with a Cinderella screening at a Hollywood theater and the release of the DVD at $29.99 and the collector's gift set at $49.99.

Cinderella makes its DVD debut

Cinderella hasn't been released on home video for 10 years. It is the first time the animated film is available on DVD. Cinderella will be released globally through mid-November. Print ads, TV spots and outdoor signage support.

Cinderella items hit store shelves last week, many of which are grouped with the DVD, according to news reports.

To further support the launch and its new product, the brand last month ran the Swiffer WetJet Cinderella Transformation Sweepstakes, which offered one winner the chance to win a new WetJet, a personal transformation, and an invitation to the Cinderella Ball.

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