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MINNEAPOLIS - Some 8 million boxes of General Mills's Big G cereals will carry free DVDs in a joint promotion with Columbia Tri-Star Home Entertainment beginning in October. The DVDs offer consumers up to a $20 entertainment value for the price of a box of cereal.
The promotion, which will be backed by television and print marketing programs, marks the first time in the U.S. that DVDs will be offered on cereal boxes. In addition, consumers who purchase two selected Columbia Tri-Star DVDs can get another one free DVD by mail in a year-long program to be featured on the General Mills cereal packages.
DVDs offered in the promotion include titles featuring family-oriented fare ranging from the Muppets to Jackie Chan. The three-month promotion will begin in October with the inclusion of DVDs on specially marked boxes of Cheerios, Honey Nut Cheerios, Lucky Charms, Golden Grahams, Honey Nut Chex, and Cinnamon Toast Crunch. The DVDs will be highly visible on the front of every box.
The promotion will be featured in more than 20,000 retail outlets.