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Twentieth Century Fox has gone all out with a giant in-store drive for the launch of its ‘Night at the Museum’ DVD, including 6ft ‘roaring’ 3D dinosaurs. The campaign has been designed and implemented by in-store marketing agency, Bezier.

Alongside the DVD standees is a full range of in-store merchandise including security shrouds, bus stops, till banners, chart headers, counter top and parasite units. Plasma screens and ‘Whispering Windows’ also feature in key London stores.

Claire Pickup, Retail Marketing Controller at Twentieth Century Fox said: “Night at the Museum has been a phenomenal success and we wanted to reflect the anticipation of the DVD launch with an exciting announcement of its arrival in-store. The campaign features a great mix of in-store media and is a fantastic achievement.”

Martin Fawcett, Creative Director at bezier added: “Successful in-store campaigns require an integrated approach that create excitement and grab shoppers’ attention. By adding innovative POP such as floor graphics, Whispering Windows and 3D standees we are ensuring that the store ‘comes to life’, reinforcing the excitement in the film, and reflecting the wider campaign message.”

Night at the Museum is based on the 1993 novel by children’s author Milan Trenc. It was released in cinemas on 22 December 2006 and hit stores on Monday 2nd April 2007.

Whispering Windows technology turns large display areas into multifunctional media opportunities by adding sound. It transforms windows into audio-delivering sales and marketing message devices which can be used to pull in customers who may otherwise walk past a store, or to direct customers towards one area of a store in particular, building traffic.


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