Videogame players who were fans of the phenomenally successful Pitfall released for Atari in the early '80s will find the new game from Activision, Pitfall: The Mayan Adventure, even more technically advanced than the original, according to Bobby Kotick, Activision's chairman and CEO.
Released just last month for Super NES and Sega Genesis, with a Sega CD version due in January, Kotick says the new game features the highest quality in graphics, sound and game-playing technology.
"The old Pitfall, which sold 4 million copies, was one of the all-time best-selling videogames, and one reason was that, technologically, it looked and sounded the best.
"Because of that legacy, in doing a sequel, we had to spend a lot of money on the production," he said. "It paid off. We used Disney animators and Sound Deluxe, which did the sound effects for Terminator 2 and Cliffhanger. It's extraordinary to watch a videogame that has feature-film quality animation and sound."
A hefty sum will also be spent on an intense marketing campaign. Kotick says "a minimum" of $6 million will support the title: $3 million in television ads, $1.5 million for in-store merchandising and co-op support, and another $1.5 million for print and radio ads.
Radio stations will be giving away copies of the game, as well as two trips for a winner and six friends on a Windjammer cruise.
In addition, Activision has tied in with Footaction USA and Skechers Sports Utility Footwear for a sweepstakes that will be featured in 440 Footaction locations nationwide. The grand prize winner receives a "Mayan Adventure" trip for two to Cancun, Mexico; first prize winners receive a copy of the game; and second and third prize winners receive Skechers boots and Pitfall-themed watches.
Consumers also receive a $5 rebate on the purchase price of the game with the purchase of any pair of Skechers sports utility footwear. The promotion will run through Dec. 31.
"Pitfall was the tide that launched Activision in 1982," said Kotick. "The company went from zero to $160 million in revenues in just one year - all on the strength of Pitfall and just a few other titles.
"What's interesting is that close to 30% of the video buying public is between 18 and 35, so they were playing Pitfall in the early '80s." Kotick believes they'll have an automatic interest in the new version. "It's a very known and recognizable title."
Activision is making sure video specialty dealers are well prepared to promote the game. Before any promotional materials were created, Kotick says Activision enlisted The Fairfield Group to survey 4,000 video dealers about what they needed to launch a title like Pitfall: The Mayan Adventure. Special shelf talkers, posters, shippers, P.O.P. and standees were created based upon their comments.
"We decided we'd focus on the rental channel so that the game would be exposed to the broadest number of kids," said Kotick. "Other companies have been afraid of the rental market but our attitude is, if the kids love the game, they'll buy it. But you have to get them to try it first. We're doing everything we possibly can to make it easier for dealers to stock, rent and sell our product."
`Magic School Bus' pulls up Feb. 1
Creating product longevity is the idea behind A*Vision's new campaign for two new Magic School Bus episodes from Scholastic: The Magic School Bus Gets Lost in Space and The Magic School Bus for Lunch. The two half-hour videos will arrive on video Feb. 1; suggested retail price for each is $12.95.
According to Mindy Mervis, director of KidVision (A*Vision's children's division), the company will be tying in with all the Magic School Bus licensees "to create an enormous presentation in the marketplace as a whole" in 1995.
"We're putting a lot of support behind these titles," she said. "We're not looking for them to be a trend. We want to establish them for the long run, like Sesame Street."
National television and print advertising will begin with the title's release, and a sweepstakes is currently being developed. The titles will be packaged in clamshell casings.
"Clamshell secures us a presence at retail," said Mervis. "We're also in discussions with various licensees to do cross-promotions, like creating Magic Bus schoolbags."
Deborah Forte, executive VP at Scholastic, says her company partnered with A*Vision "because they're very smart as to how to create an in-store presence. Our intention with them is to create a video library. Not since Sesame Street has there been a line like this. No one intends it to be a quick hit: We want it to have a permanent place on the shelves."
The Magic School Bus, which premiered Sept. 11 as PBS' first animated television series, is based on the best-selling and award-winning book series by Joanna Cole and Bruce Degan.