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e1jsehar0">Anthony Ramirez</a></span></p></div></div><ul class="css-1u1psjv epjyd6m3"><li class="css-ccw2r3 epjyd6m2"><time class="css-129k401 e16638kd0" datetime="1994-05-22T01:00:00-04:00">May 22, 1994</time></li></ul></div></div></header><section name="articleBody" class="meteredContent css-1r7ky0e"><div class="css-j3uhc5"><div class="css-1ve50l5"><div class="css-1si6tjw"><div class="css-p5jc4e"><figure class="" aria-label="media" role="group"><div><img alt="" class="css-11cwn6f" src="https://web.archive.org/web/20210420110628im_/https://s1.nyt.com/timesmachine/pages/1/1994/05/22/139122_360W.png?quality=75&auto=webp&disable=upscale" srcset="" decoding="async"/></div><figcaption class="css-17ai7jg e18f7pbr0"><span class="css-cnj6d5 e1z0qqy90"><span class="css-1ly73wi e1tej78p0">Credit...</span><span><span>The New York Times Archives</span></span></span></figcaption></figure></div><div class="css-1s1pakw"><div class="css-udpjq9">See the article in its original context from <br/>May 22, 1994<!-- -->,<!-- --> <span>Section <!-- -->9<!-- -->,</span> Page<!-- --> <!-- -->1<span class="css-iry6ay"></span><a class="css-4ejn01" href="https://web.archive.org/web/20210420110628/https://store.nytimes.com/collections/new-york-times-page-reprints?utm_source=nytimes&utm_medium=article-page&utm_campaign=reprints">Buy Reprints</a></div><div class="css-1nq039c"><a class="css-1382yzd" href="https://web.archive.org/web/20210420110628/http://timesmachine.nytimes.com/timesmachine/1994/05/22/139122.html" type="button" rel="noopener noreferrer" target="_blank">View on timesmachine</a></div><div class="css-1gus26i">TimesMachine is an exclusive benefit for home delivery and digital subscribers.</div></div></div><div class="css-1mweozg"><div class="css-14uxcda">About the Archive</div><div class="css-6hi8ev">This is a digitized version of an article from The Times鈥檚 print archive, before the start of online publication in 1996. To preserve these articles as they originally appeared, The Times does not alter, edit or update them.</div><div class="css-6hi8ev">Occasionally the digitization process introduces transcription errors or other problems; we are continuing to work to improve these archived versions.</div></div></div></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">Ahem. Attention, please, citizens of Britain, Germany, France, Australia, Japan and other principalities: you may want to form an orderly line right now.</p><p class="css-axufdj evys1bk0">On Friday the "Flintstones" movie is to open in the United States. It will then cross the oceans this summer to a movie theater near you.</p><p class="css-axufdj evys1bk0">Step right up to Flintstones active wear, sizes 4 to 18. Thrill to Flintstones video games. Marvel at Flintstones wristwatches. Read the Flintstones book. Hang the Flintstones poster. Play Flintstones chess.</p><p class="css-axufdj evys1bk0">If movie and merchandising power were all that mattered, then the winner of this year's contest for summer juggernaut would be Mr. Yabba-Dabba-Do. The people behind last year's prehistoric blockbuster, "Jurassic Park" -- including Steven Spielberg's Amblin Entertainment -- are marketing and producing the movie, which stars John Goodman and Elizabeth Perkins as Fred and Wilma Flintstone.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">Hanna-Barbera, the cartoon's creator, has also signed up powerhouse movie licensees, including McDonald's and Mattel.</p><p class="css-axufdj evys1bk0">Already, the star-making machinery is in overdrive, with McDonald's touting itself as "RocDonald's"; television commercials for the film flooding prime time, with Fred atop an enormous special-effects dinosaur, and Mr. Goodman appearing on "Saturday Night Live" in Bedrock regalia and on the "Tonight" show holding a Talking Fred doll from Mattel.</p><p class="css-axufdj evys1bk0">And the B-52's -- sorry, the B.C.-52's -- are already in heavy play on the radio with the movie's theme, "Bedrock Twitch."</p><p class="css-axufdj evys1bk0">But before counting the doubloons, Mark DiCamillo, a marketing director at Mattel, allows himself a shiver of uncertainty. In 1986, a toy line that he helped develop, Masters of the Universe, seemed headed for similar blockbuster status until the movie it was hitched to, starring Dolph Lundgren, bombed. Now, only Wall Street investment bankers, still smarting from their less masterly guesses, remember the toys.</p><p class="css-axufdj evys1bk0">Indeed, many of the children's properties of the 1960's have met some form of ignominious defeat as live-action movies -- "Popeye," "Boris and Natasha" and, more recently, "Dennis the Menace."</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">Mr. DiCamillo's company is probably the most important merchandising partner of "The Flintstones" right now and is spearheading an 18-month effort to ship millions of toys into stores in advance of the movie. Just one toy, the Talking Fred doll, entails the production of some 200,000 Freds, valued at $6 million at retail.</p><p class="css-axufdj evys1bk0">"Are we trying to launch a craze? I suppose so," said Mr. DiCamillo, whose official title is director of marketing, boys' toys. "Unfortunately, there is no exact formula for starting a craze. If there were, there would be crazes popping up every second."</p><p class="css-axufdj evys1bk0">A Mattel spokesman chimed in good-naturedly and said, "And there would be no need for Mark DiCamillo." Mr. DiCamillo smiled weakly.</p><p class="css-axufdj evys1bk0">Assuming that adults do not overdose on the hype before they open their wallets, what spoils can a summer movie hit look forward to?</p><p class="css-axufdj evys1bk0">Huge box office, certainly, but even more money on top of that from the worldwide retail sales of toys, video games, T-shirts, baseball caps, pillowcases, bubble bath, Christmas decorations and more. There are 50 movie licensees and nearly 200 cartoon licensees. All told, some 1,000 Flintstones products will flood the market.</p><p class="css-axufdj evys1bk0">The merchandisers' sales goal: $1 billion.</p><p class="css-axufdj evys1bk0">By the usual rules of the game, the film's producers and marketers are pursuing a powerful strategy of turning the Right Property into the Right Movie backed by the Right Merchandisers and introduced at the Right Time, Memorial Day weekend, the beginning of six months of full-throttle marketing until Christmas.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">If the merchandisers are successful, the Flintstones movie could lead to not only a craze but also a lasting and vastly lucrative franchise.</p><p class="css-axufdj evys1bk0">"Our intention is not to build a craze but to build another Barbie," said Lois N. Sloane, a senior licensing official for Turner Home Entertainment, which bought Hanna-Barbera a few years ago. The Barbie doll is 35 years old and still responsible for a large part of Mattel's nearly $3 billion in annual sales.</p><p class="css-axufdj evys1bk0">Still, the movie's the thing. For months, "Flintstones" trailers have been playing to claps, whistles and cave man bellows as entire theaters sing along with the theme song. While MCA/Universal has described audience response to screenings as "overwhelmingly positive," there have also been scattered reports that early screenings have been disappointing.</p><p class="css-axufdj evys1bk0">"This is not a slam dunk," said Michael Goldstein, the vice chairman and chief executive officer of Toys "R" Us. "You have to have a wonderful toy line, but above all you have to have a wonderful movie." Toys "R" Us is the world's largest toy chain and a recipient of much of the flood of Flintstones merchandise.</p><p class="css-axufdj evys1bk0">"There has never been a case where the merchandising worked and the movie didn't," said Linda Berkeley, senior merchandising vice president for MCA/Universal, which is producing and distributing the Flintstones movie. "It's always the movie first."</p><p class="css-axufdj evys1bk0">Certainly the appeal of "The Flintstones" is clear. The 1960's cartoon show, with its corny puns and dinosaur-as-gadget paraphernalia, is fondly remembered by many of the 77 million baby boomers. And their pre-teen offspring not only watch "Flintstones" reruns but chew Flintstones vitamins and crunch Flintstones breakfast cereal.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">The $45 million movie's marketers are adapting their strategy from "Jurassic Park": open in a lot of theaters in the United States and then open quickly in the rest of the major developed countries. They are applying it on an even larger scale because in countries like Germany, Mexico and Japan, "Flintstones" cartoons have been playing for years.</p><p class="css-axufdj evys1bk0">"We are going to use 'Jurassic Park' as a blueprint for 'The Flintstones,' with a vengeance," said Keith Isaac, vice president-international for MCA/Universal in London.</p><p class="css-axufdj evys1bk0">The most important company in the merchandising blitz is known as the master toy licensee, a kind of prime contractor for all the other toys. The only way to reach a $100 million-plus box office, the jumping-off point for $1 billion-plus merchandising, is through repeated viewings, almost always by children and teen-agers. The toy companies, with their ubiquitous television commercials, reach this audience.</p><p class="css-axufdj evys1bk0">Kenner, the master licensee for "Jurassic Park," is given a large part of the credit for the movie's merchandising success. But because of the elaborate special effects in "Jurassic Park," Kenner enjoyed a production schedule of two years, while Mattel, which got the master toy license in early 1993, had less than half that time.</p><p class="css-axufdj evys1bk0">And the "Flintstones" director, Brian Levant, took longer than expected to arrive at a final shooting script, so there was little for Mattel's 17 sculptors, engineers, designers and sound technicians to do before shooting started last July.</p><p class="css-axufdj evys1bk0">Mattel had to scramble to make the toys look as much as possible like the movie rather than the cartoon series, as well as to develop prototype toys for August, when department stores and other big toy retailers tentatively commit their money for the next summer. Mattel also had to develop nearly complete toys for the February Toy Fair in New York, when the retailers' commitments are nailed down.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">Working from the script last summer, photographs from the studio set of Bedrock and production sketches of the principal characters' costumes, the Mattel team soon started fashioning toys. The prices will range generally from $5 for five-inch action figures to $14 for accessories like Le Saber Tooth 5000, Fred's sports car, powered by a prehistoric tiger. Other incarnations of Fred, like Hard Hat Fred with turtle-shell rock-quarry hat, will cost $5. Fred's pal, Barney Rubble, will sell for $10 as Crash Test Barney with a working catapult and a crash helmet.</p><p class="css-axufdj evys1bk0">Some of the actors' likenesses proved hard to transform into playthings. Elizabeth Perkins, as Wilma, was especially difficult. "She's quite pretty, isn't she?" said C. J. Michael Hebden, Mattel's chief sculptor, holding up a photograph of the actress. "A little dodgy in a toy, though."</p><p class="css-axufdj evys1bk0">John Goodman, as Fred, was easier. "From an artistic point of view," said Mr. Hebden, a former professional sculptor in London, "he has a good, identifiable face, with big, big features." It was fortunate that Mr. Goodman agreed to license his face, something that not all actors do.</p><p class="css-axufdj evys1bk0">In 1991's "Hook," Steven Spielberg's revisionist fairy tale that grossed $120 million, both Robin Williams, who played Peter Pan, and Dustin Hoffman, who played Captain Hook, refused to license rights to their faces. Manufacturers produced toys that did not resemble characters in the movie. "Hook dolls were marked down 75 percent and they still wouldn't sell," said Kathleen M. Carson, editor in chief of Toy & Hobby World magazine.</p><p class="css-axufdj evys1bk0">The top of the Flintstones line is the 18-inch, $30 Talking Fred doll. Mr. Goodman also agreed to record four phrases, including Fred's signature "Yabba-dabba-do" and "Down, Dino, down." Dino is also a Mattel toy.</p><p class="css-axufdj evys1bk0">As a final touch, Mattel chose eye-catching packaging details like bright purple rock patterns and "try me" boxes for much of the Flintstones line. Talking Fred, for example, is not enclosed in plastic, so that browsing children can feel the doll's clothes inside the box and press its belly to make it talk.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">"Packaging closes the deal," said Bob Nall, Mattel's director of packaging, who was in charge of how the toys would look in the stores. "You've got to break frame" -- marketing lingo for leaping out of a crowded store shelf.</p><p class="css-axufdj evys1bk0">For all the work of Mattel, Amblin, MCA/Universal, Hanna-Barbera and thousands of licensees and retailers, fate still has the upper hand. "A fair part of this game is pure luck," Mr. DiCamillo said.</p><p class="css-axufdj evys1bk0">He noted that much of the appeal of Teenage Mutant Ninja Turtles, the merchandising champion at more than $6 billion all told, came from satirizing superhero predecessors like Batman and Superman and especially Mattel's Masters of the Universe toys.</p><p class="css-axufdj evys1bk0">"If Turtles had come out in the early 1980's instead of the late 1980's, it probably wouldn't have been a smash," Mr. DiCamillo said.</p><p class="css-axufdj evys1bk0">Even if "The Flintstones" is a hit, such lines may be becoming extinct. "How many revivals can we have?" asked Michael T. Marsden, arts and sciences dean at Northern Michigan University in Marquette and a longtime student of popular culture. "We seem to be a society that recycles our popular culture, but baby-boomer cartoons are not a renewable resource."</p><p class="css-axufdj evys1bk0">Mr. DiCamillo said he could not think of another animated property that could be made into a movie, except Marvel Comics' Spiderman.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div class="css-1fanzo5 StoryBodyCompanionColumn"><div class="css-53u6y8"><p class="css-axufdj evys1bk0">"Oh, and anything by Disney," Mr. DiCamillo added, anticipating the premiere in June of Disney's animated "Lion King." "Mattel has the license to that, too." EMULATING 'STAR WARS'</p><p class="css-axufdj evys1bk0">Call it the Graveyard of Sure Things.</p><p class="css-axufdj evys1bk0">The "Star Wars" trilogy, starting in 1977, earned more than $800 million at the box office and more than $2.6 billion in merchandising sales, according to Exhibitor Relations, a research company that tallies tickets sales, and the Licensing Letter, which tracks product sales related to movies.</p><p class="css-axufdj evys1bk0">Ever since, movie marketers have been searching for a similar merchandising blockbuster with that "Star Wars" appeal to audiences' thirst for the Reassuringly Familiar (knights in shining armor) With a Satisfying Twist (they're in outer space).</p><p class="css-axufdj evys1bk0">The summit is small. "Superman," "Batman" and "Teenage Mutant Ninja Turtles" are clear winners, with their various superheroes played for nobility, neuroses and laughs. The movies have a combined box office of more than $500 million and more than $7.3 billion in merchandising (most of it for the Turtles).</p><p class="css-axufdj evys1bk0">The graveyard is big. Most licensing properties that are converting from cartoons to live action, or from television to the movies, or both -- like "The Flintstones" -- have crashed and burned. Paramount's "Popeye," Universal's "The Jetsons" and 20th Century Fox's "Beverly Hillbillies" have all met less than critical acclaim as well as silence at the merchandise cash register. Disney's "Dick Tracy," Paramount's "Addams Family" and MCA/Universal's "Hook" did well at the box office ($100 million plus each) but still did poorly in merchandising.</p><p class="css-axufdj evys1bk0">Why? Most of the quick-selling toys from movies are aimed at preteen boys. They prefer crash-and-bash toys, so they can re-enact favorite movie scenes. But few kids had heard of Dick Tracy, and fewer cared much for Warren Beatty, the movie's 50-ish star, or understood the villains, like Mumbles or Prune Face. The appeal of "The Addams Family" came from verbal humor, not slapstick or violence.</p><p class="css-axufdj evys1bk0">Steven Spielberg's "Hook" was such a radical retelling of "Peter Pan" that children could not recognize it. A release date only two weeks before Christmas, after holiday wish lists were completed, didn't help merchandisers.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div></section><div></div><div></div><div></div><div></div><div><div id="bottom-wrapper" class="css-1ede5it"><div id="bottom-slug" class="css-l9onyx"><p>Advertisement</p></div><a href="#after-bottom" style="position:absolute;width:1px;height:1px;margin:-1px;padding:0;border:0;clip:rect(0 0 0 0);overflow:hidden">Continue reading the main story</a><div class="ad bottom-wrapper" id="bottom" style="text-align:center;height:100%;display:block;min-height:90px"></div><div id="after-bottom"></div></div></div></article></div></main><nav class="css-kdur8l" id="site-index" aria-labelledby="site-index-label" data-testid="site-index"><h2 class="css-1dv1kvn" id="site-index-label">Site Index</h2><div></div></nav><footer class="css-1e1s8k7" role="contentinfo"><nav data-testid="footer" class="css-15uy5yv"><h2 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Ramirez","__typename":"Byline"},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.0.timestampBlock":{"timestamp":"1994-05-22T05:00:00.000Z","align":"DEFAULT","__typename":"TimestampBlock"},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.1.content.0":{"__typename":"TextInline","text":"Ahem. Attention, please, citizens of Britain, Germany, France, Australia, Japan and other principalities: you may want to form an orderly line right now.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.3.content.0":{"__typename":"TextInline","text":"On Friday the \"Flintstones\" movie is to open in the United States. It will then cross the oceans this summer to a movie theater near you.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.5.content.0":{"__typename":"TextInline","text":"Step right up to Flintstones active wear, sizes 4 to 18. Thrill to Flintstones video games. Marvel at Flintstones wristwatches. Read the Flintstones book. Hang the Flintstones poster. Play Flintstones chess.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.7.content.0":{"__typename":"TextInline","text":"If movie and merchandising power were all that mattered, then the winner of this year's contest for summer juggernaut would be Mr. Yabba-Dabba-Do. The people behind last year's prehistoric blockbuster, \"Jurassic Park\" -- including Steven Spielberg's Amblin Entertainment -- are marketing and producing the movie, which stars John Goodman and Elizabeth Perkins as Fred and Wilma Flintstone.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.9.content.0":{"__typename":"TextInline","text":"Hanna-Barbera, the cartoon's creator, has also signed up powerhouse movie licensees, including McDonald's and Mattel.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.11.content.0":{"__typename":"TextInline","text":"Already, the star-making machinery is in overdrive, with McDonald's touting itself as \"RocDonald's\"; television commercials for the film flooding prime time, with Fred atop an enormous special-effects dinosaur, and Mr. Goodman appearing on \"Saturday Night Live\" in Bedrock regalia and on the \"Tonight\" show holding a Talking Fred doll from Mattel.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.13.content.0":{"__typename":"TextInline","text":"And the B-52's -- sorry, the B.C.-52's -- are already in heavy play on the radio with the movie's theme, \"Bedrock Twitch.\"","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.15.content.0":{"__typename":"TextInline","text":"But before counting the doubloons, Mark DiCamillo, a marketing director at Mattel, allows himself a shiver of uncertainty. In 1986, a toy line that he helped develop, Masters of the Universe, seemed headed for similar blockbuster status until the movie it was hitched to, starring Dolph Lundgren, bombed. Now, only Wall Street investment bankers, still smarting from their less masterly guesses, remember the toys.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.17.content.0":{"__typename":"TextInline","text":"Indeed, many of the children's properties of the 1960's have met some form of ignominious defeat as live-action movies -- \"Popeye,\" \"Boris and Natasha\" and, more recently, \"Dennis the Menace.\"","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.19.content.0":{"__typename":"TextInline","text":"Mr. DiCamillo's company is probably the most important merchandising partner of \"The Flintstones\" right now and is spearheading an 18-month effort to ship millions of toys into stores in advance of the movie. Just one toy, the Talking Fred doll, entails the production of some 200,000 Freds, valued at $6 million at retail.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.21.content.0":{"__typename":"TextInline","text":"\"Are we trying to launch a craze? I suppose so,\" said Mr. DiCamillo, whose official title is director of marketing, boys' toys. \"Unfortunately, there is no exact formula for starting a craze. If there were, there would be crazes popping up every second.\"","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.23.content.0":{"__typename":"TextInline","text":"A Mattel spokesman chimed in good-naturedly and said, \"And there would be no need for Mark DiCamillo.\" Mr. DiCamillo smiled weakly.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.25.content.0":{"__typename":"TextInline","text":"Assuming that adults do not overdose on the hype before they open their wallets, what spoils can a summer movie hit look forward to?","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.27.content.0":{"__typename":"TextInline","text":"Huge box office, certainly, but even more money on top of that from the worldwide retail sales of toys, video games, T-shirts, baseball caps, pillowcases, bubble bath, Christmas decorations and more. There are 50 movie licensees and nearly 200 cartoon licensees. All told, some 1,000 Flintstones products will flood the market.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.29.content.0":{"__typename":"TextInline","text":"The merchandisers' sales goal: $1 billion.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.30.content.0":{"__typename":"TextInline","text":"By the usual rules of the game, the film's producers and marketers are pursuing a powerful strategy of turning the Right Property into the Right Movie backed by the Right Merchandisers and introduced at the Right Time, Memorial Day weekend, the beginning of six months of full-throttle marketing until Christmas.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.32.content.0":{"__typename":"TextInline","text":"If the merchandisers are successful, the Flintstones movie could lead to not only a craze but also a lasting and vastly lucrative franchise.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.34.content.0":{"__typename":"TextInline","text":"\"Our intention is not to build a craze but to build another Barbie,\" said Lois N. Sloane, a senior licensing official for Turner Home Entertainment, which bought Hanna-Barbera a few years ago. The Barbie doll is 35 years old and still responsible for a large part of Mattel's nearly $3 billion in annual sales.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.36.content.0":{"__typename":"TextInline","text":"Still, the movie's the thing. For months, \"Flintstones\" trailers have been playing to claps, whistles and cave man bellows as entire theaters sing along with the theme song. While MCA\u002FUniversal has described audience response to screenings as \"overwhelmingly positive,\" there have also been scattered reports that early screenings have been disappointing.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.38.content.0":{"__typename":"TextInline","text":"\"This is not a slam dunk,\" said Michael Goldstein, the vice chairman and chief executive officer of Toys \"R\" Us. \"You have to have a wonderful toy line, but above all you have to have a wonderful movie.\" Toys \"R\" Us is the world's largest toy chain and a recipient of much of the flood of Flintstones merchandise.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.40.content.0":{"__typename":"TextInline","text":"\"There has never been a case where the merchandising worked and the movie didn't,\" said Linda Berkeley, senior merchandising vice president for MCA\u002FUniversal, which is producing and distributing the Flintstones movie. \"It's always the movie first.\"","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.42.content.0":{"__typename":"TextInline","text":"Certainly the appeal of \"The Flintstones\" is clear. The 1960's cartoon show, with its corny puns and dinosaur-as-gadget paraphernalia, is fondly remembered by many of the 77 million baby boomers. And their pre-teen offspring not only watch \"Flintstones\" reruns but chew Flintstones vitamins and crunch Flintstones breakfast cereal.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.44.content.0":{"__typename":"TextInline","text":"The $45 million movie's marketers are adapting their strategy from \"Jurassic Park\": open in a lot of theaters in the United States and then open quickly in the rest of the major developed countries. They are applying it on an even larger scale because in countries like Germany, Mexico and Japan, \"Flintstones\" cartoons have been playing for years.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.46.content.0":{"__typename":"TextInline","text":"\"We are going to use 'Jurassic Park' as a blueprint for 'The Flintstones,' with a vengeance,\" said Keith Isaac, vice president-international for MCA\u002FUniversal in London.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.48.content.0":{"__typename":"TextInline","text":"The most important company in the merchandising blitz is known as the master toy licensee, a kind of prime contractor for all the other toys. The only way to reach a $100 million-plus box office, the jumping-off point for $1 billion-plus merchandising, is through repeated viewings, almost always by children and teen-agers. The toy companies, with their ubiquitous television commercials, reach this audience.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.50.content.0":{"__typename":"TextInline","text":"Kenner, the master licensee for \"Jurassic Park,\" is given a large part of the credit for the movie's merchandising success. But because of the elaborate special effects in \"Jurassic Park,\" Kenner enjoyed a production schedule of two years, while Mattel, which got the master toy license in early 1993, had less than half that time.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.52.content.0":{"__typename":"TextInline","text":"And the \"Flintstones\" director, Brian Levant, took longer than expected to arrive at a final shooting script, so there was little for Mattel's 17 sculptors, engineers, designers and sound technicians to do before shooting started last July.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.54.content.0":{"__typename":"TextInline","text":"Mattel had to scramble to make the toys look as much as possible like the movie rather than the cartoon series, as well as to develop prototype toys for August, when department stores and other big toy retailers tentatively commit their money for the next summer. Mattel also had to develop nearly complete toys for the February Toy Fair in New York, when the retailers' commitments are nailed down.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.56.content.0":{"__typename":"TextInline","text":"Working from the script last summer, photographs from the studio set of Bedrock and production sketches of the principal characters' costumes, the Mattel team soon started fashioning toys. The prices will range generally from $5 for five-inch action figures to $14 for accessories like Le Saber Tooth 5000, Fred's sports car, powered by a prehistoric tiger. Other incarnations of Fred, like Hard Hat Fred with turtle-shell rock-quarry hat, will cost $5. Fred's pal, Barney Rubble, will sell for $10 as Crash Test Barney with a working catapult and a crash helmet.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.58.content.0":{"__typename":"TextInline","text":"Some of the actors' likenesses proved hard to transform into playthings. Elizabeth Perkins, as Wilma, was especially difficult. \"She's quite pretty, isn't she?\" said C. J. Michael Hebden, Mattel's chief sculptor, holding up a photograph of the actress. \"A little dodgy in a toy, though.\"","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.60.content.0":{"__typename":"TextInline","text":"John Goodman, as Fred, was easier. \"From an artistic point of view,\" said Mr. Hebden, a former professional sculptor in London, \"he has a good, identifiable face, with big, big features.\" It was fortunate that Mr. Goodman agreed to license his face, something that not all actors do.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.62.content.0":{"__typename":"TextInline","text":"In 1991's \"Hook,\" Steven Spielberg's revisionist fairy tale that grossed $120 million, both Robin Williams, who played Peter Pan, and Dustin Hoffman, who played Captain Hook, refused to license rights to their faces. Manufacturers produced toys that did not resemble characters in the movie. \"Hook dolls were marked down 75 percent and they still wouldn't sell,\" said Kathleen M. Carson, editor in chief of Toy & Hobby World magazine.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.64.content.0":{"__typename":"TextInline","text":"The top of the Flintstones line is the 18-inch, $30 Talking Fred doll. Mr. Goodman also agreed to record four phrases, including Fred's signature \"Yabba-dabba-do\" and \"Down, Dino, down.\" Dino is also a Mattel toy.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.66.content.0":{"__typename":"TextInline","text":"As a final touch, Mattel chose eye-catching packaging details like bright purple rock patterns and \"try me\" boxes for much of the Flintstones line. Talking Fred, for example, is not enclosed in plastic, so that browsing children can feel the doll's clothes inside the box and press its belly to make it talk.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.68.content.0":{"__typename":"TextInline","text":"\"Packaging closes the deal,\" said Bob Nall, Mattel's director of packaging, who was in charge of how the toys would look in the stores. \"You've got to break frame\" -- marketing lingo for leaping out of a crowded store shelf.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.70.content.0":{"__typename":"TextInline","text":"For all the work of Mattel, Amblin, MCA\u002FUniversal, Hanna-Barbera and thousands of licensees and retailers, fate still has the upper hand. \"A fair part of this game is pure luck,\" Mr. DiCamillo said.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.72.content.0":{"__typename":"TextInline","text":"He noted that much of the appeal of Teenage Mutant Ninja Turtles, the merchandising champion at more than $6 billion all told, came from satirizing superhero predecessors like Batman and Superman and especially Mattel's Masters of the Universe toys.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.74.content.0":{"__typename":"TextInline","text":"\"If Turtles had come out in the early 1980's instead of the late 1980's, it probably wouldn't have been a smash,\" Mr. DiCamillo said.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.76.content.0":{"__typename":"TextInline","text":"Even if \"The Flintstones\" is a hit, such lines may be becoming extinct. \"How many revivals can we have?\" asked Michael T. Marsden, arts and sciences dean at Northern Michigan University in Marquette and a longtime student of popular culture. \"We seem to be a society that recycles our popular culture, but baby-boomer cartoons are not a renewable resource.\"","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.78.content.0":{"__typename":"TextInline","text":"Mr. DiCamillo said he could not think of another animated property that could be made into a movie, except Marvel Comics' Spiderman.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.80.content.0":{"__typename":"TextInline","text":"\"Oh, and anything by Disney,\" Mr. DiCamillo added, anticipating the premiere in June of Disney's animated \"Lion King.\" \"Mattel has the license to that, too.\" EMULATING 'STAR WARS'","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.82.content.0":{"__typename":"TextInline","text":"Call it the Graveyard of Sure Things.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.83.content.0":{"__typename":"TextInline","text":"The \"Star Wars\" trilogy, starting in 1977, earned more than $800 million at the box office and more than $2.6 billion in merchandising sales, according to Exhibitor Relations, a research company that tallies tickets sales, and the Licensing Letter, which tracks product sales related to movies.","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.85.content.0":{"__typename":"TextInline","text":"Ever since, movie marketers have been searching for a similar merchandising blockbuster with that \"Star Wars\" appeal to audiences' thirst for the Reassuringly Familiar (knights in shining armor) With a Satisfying Twist (they're in outer space).","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.87.content.0":{"__typename":"TextInline","text":"The summit is small. \"Superman,\" \"Batman\" and \"Teenage Mutant Ninja Turtles\" are clear winners, with their various superheroes played for nobility, neuroses and laughs. The movies have a combined box office of more than $500 million and more than $7.3 billion in merchandising (most of it for the Turtles).","formats":[]},"$Article:QXJ0aWNsZTpueXQ6Ly9hcnRpY2xlL2QyMTJmYTRkLTNkMzktNTU4Zi04NTZjLWZkOTVhNTQwYWRmMw==.sprinkledBody.content@filterEmpty.89.content.0":{"__typename":"TextInline","text":"The graveyard is big. Most licensing properties that are converting from cartoons to live action, or from television to the movies, or both -- like \"The Flintstones\" -- have crashed and burned. Paramount's \"Popeye,\" Universal's \"The Jetsons\" and 20th Century Fox's \"Beverly Hillbillies\" have all met less than critical acclaim as well as silence at the merchandise cash register. 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