The film's domestic promotional campaign, which will kick off in November with partners including Visa, Hershey's, Nabisco, Wendy's International and Kellogg USA, is one of this holiday's biggest promotional programs and one of the studio's largest ever.

Visa U.S.A. will partner with ``Dr. Seuss' How the Grinch Stole Christmas!'' for its fourth-quarter consumer promotion. Visa's fourth quarter promotion is traditionally one of the payment brand's largest marketing efforts of the year. The promotion, entitled ``Visa and the Grinch Give Back the Holidays,'' will be supported through an aggressive integrated marketing program using national television advertising, online promotions, public relations, merchant programs, cardholder statement inserts, point-of-sale signage and web support at www.visa.com. These national efforts will help drive Visa usage throughout the United States during the busy holiday season.

Hershey's will partner with Universal Pictures and Imagine Entertainment's ``Dr. Seuss' How The Grinch Stole Christmas!'' via an on-pack offer. The promotion, which will feature an exclusive candy dish offer on over 55 million packages of Hershey's products, features a national FSI, on-pack and in-store displays. Hershey's will develop customized ``The Grinch'' products, including chocolate Sleigh Bells and plush stocking stuffers. In addition, Hershey's will execute an in-theatre program with banners, counter cards and mobiles.

Nabisco has come on board as a partner through a ``Grinched'' promotion. Brands to be included are Ritz, Triscuit, Wheat Thins, Oreo, Chips Ahoy, Teddy Grahams, Honey Maid Grahams and Cheese Nips. The first one million consumers who are able to identify how their packages have been ``Grinched'' via an on-pack interactive game will receive a prize. All who enter will be eligible to win the grand prize drawing for $100,000 cash. The marketing support for the promotion includes national television advertising, two national FSIs, print, online, POS/in-store support and on-pack (35 million packages).

Wendy's Restaurants has signed on for a promotional ``Kids Meal'' tie-in with the film, which will consist of 4-6 different premium items. The campaign will be supported by adult and kids' television and in-store POP items, including tray liners, kids meal bags, signage and web site postings.

In addition, Kellogg USA will promote the program across a variety of cereal and snack brands supported with television and radio advertising as well as in-store POP.

Of course, there will be a wide selection of merchandise available at retail in a dizzying array of product categories, including dolls and action figures from Master Toy Licensee Playmates Toys Inc.

The delightfully off-kilter world of ``Dr. Seuss' How The Grinch Stole Christmas!'' comes to spectacular life on the big screen from Universal Pictures and Imagine Entertainment on November 17, 2000. Director Ron Howard (``Apollo 13'') and producer Brian Grazer (``The Nutty Professor'') create a hilarious and charming new live-action comedy fantasy starring Carrey as the Grinch. A curmudgeonly recluse whose heart is two sizes too small, the Grinch resides in his cave high atop Mt. Crumpit with his dog Max, and plenty of lettuce juice, extra virgin castor oil and sour milk for sustenance. Annoyed by the out-of-control Christmas festivities in Whoville, the Grinch conspires to deprive the Who's of their favorite holiday, but comes to learn that the spirit of Christmas goes much deeper than tinsel and toys.

Aided by the artistry of Academy Award-winning special make-up effects designer Rick Baker, ``Dr. Seuss' How The Grinch Stole Christmas!'' brilliantly re-creates the magical town of Whoville and its unique inhabitants. The film also stars Molly Shannon, Christine Baranski, Taylor Momsen, Jeffrey Tambor, Bill Irwin and Clint Howard.

Universal Pictures and Universal Studios Consumer Products Group are part of Universal Studios, a unit of The Seagram Company Ltd., a global entertainment and beverage company.

[Posted 5/09/2000]