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WARNER BROS. STUDIO STORES REPORT BLOCKBUSTER BUSINESS DURING THE HOLIDAY SEASON

 WARNER BROS. STUDIO STORES REPORT BLOCKBUSTER BUSINESS
 DURING THE HOLIDAY SEASON
 Warner Bros. Inc. Greenlights Domestic
 Expansion of Popular Retail Store
 BURBANK, Calif., Jan. 9 /PRNewswire/ -- Warner Bros. Studio Stores bucked the national retail trend with major success during the holiday season, it was announced jointly today, by Dan Romanelli, president, and Peter Starrett, senior vice president, director of retail, Warner Bros. Consumer Products.
 "We are extremely enthusiastic about the holiday results from all four of our stores," said Romanelli. "Each store has substantially exceeded our most optimistic expectations, with the Stores' sales per square foot running 50 percent above mall averages. The mall management from each location has enthusiastically reported to us that the Warner Bros. Studio Store is one of their top retail sales producers. Based on this performance, Warner Bros. has given the green light to add an additional 10-15 new stores in select markets in the coming year."
 Warner Bros. Studio Stores opened in late Fall of 1991, offering an unprecedented combination of retail merchandise and state-of-the- art education/entertainment.
 The stores, located at the Beverly Center in Los Angeles; Woodfield Mall in Schaumburg, Ill.; Fair Oaks Mall in Fairfax, Va., and the Danbury Fair Mall in Danbury, Conn., have been doing blockbuster business since they opened their doors, with shoppers purchasing everything from infant wear to sophisticated adult sportswear and classic film art under the famed WB logo.
 "Our initial success makes it clear that, even in today's difficult retail environment, customers are responding to unique and creative products that are fairly priced," said Starrett. "This impressive performance was accomplished in a non-promotional environment, meaning there were no items on sale or discounted."
 Combined with existing licensed products, the Warner Bros. Studio Stores offer more than 2,500 products for people of all ages, including infant wear, one-of-a-kind artwork, animation cels, books, clothing, games, toys, posters, home furnishings and giftware. Each is designed to reflect the glamour and excitement of Warner Bros., whose images and properties are among the most recognizable in the world, from Batman to Bugs Bunny to classic motion pictures.
 Under the direction of a top team of retail specialists headed by Starrett, hundreds of products have been developed exclusively for the Studio Stores, where they are presented in a totally innovative shopping experience combining exciting entertainment with educational interactive displays.
 "We want the Stores to be one-of-a-kind, not only in design but also in product, that is why the vast majority of what we're offering is being developed exclusively for the Stores," states Starrett. "Our interactive displays, presentation areas and multi-media entertainment create an environment that traditional retailers simply cannot duplicate. After intensive market research, we are pleased to say that we've selected some of America's finest malls for our complete shopping and entertainment experience."
 "High Tech" Offers High Excitement
 A number of state-of-the-art attractions have been created to make shopping at the Stores an experience that combines exciting entertainment, retailing and education activities.
 An example is the "coloring tree" in the Children's area that offers a special interactive touch-screen coloring system allowing children to computer-color any of 16 animated scenes.
 The Warner Bros. Gallery contains a three-dimensional interactive video information system to teach customers about animation.
 This attraction stars legendary animation artists Chuck Jones and Friz Freleng in addition to the beloved characters of Daffy Duck and other Looney Tunes stars. Through the magic of this technology, viewers are able to ask specific questions directly to the animators onscreen.
 In addition, a video wall featuring the latest accomplishments in high-resolution and surround-sound acoustics show a continuing montage of animated classics, music videos, television and motion- picture clips.
 Shopping on the "Back Lot"
 The Studio Stores are designed to resemble a studio back lot, where movies are created, filmed and edited. Various "stages" feature oversized sets, each indicating the products sold in that area. For example, the Looney Tunes area is designed around a 13-foot Warner Bros. shield decorated with the familiar faces of Bugs Bunny and friends; just across the aisle, sophistication prevails in the black-and-white Classic Hollywood area, which centers around a theater marquee and three-dimensional backdrop of the Warner Bros. Studios exterior.
 One of the most dramatic sets, identifying the comic-book area, stars a life-sized Superman and Batman bursting out of the wall.
 Also in this area, children have a special crawl space designed to resemble Bugs Bunny's underground lair; it will give them the opportunity to "eavesdrop" -- or just drop in on -- their favorite "Wabbit."
 Warner Bros. Consumer Products is a division of Warner Bros. Inc. As one of the leaders in worldwide entertainment licensing the division has spearheaded such blockbuster licensing campaigns such as "Batman," "Robin Hood: Prince of Thieves," Steven Spielberg's "Tiny Toon Adventures," and "Bugs Bunny and the Looney Tunes."
 Warner Bros. is a Time Warner Co., making it part of the largest communications organization in the world, as well as the largest exporter of entertainment in America. Time Warner Inc. is a leader in all of the major communications industries, including publishing, motion pictures, music, home videos and television.
 -0- 1/9/92
 /CONTACT: Karine Joret of Warner Bros., 818-954-6138/ CO: Warner Bros. ST: California IN: ENT SU:


CH -- LA021 -- 8277 01/09/92 14:07 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Jan 9, 1992
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