Day 042 - 31 Oct 94 - Page 07

     
     1        toy, or are they subsidised?
     2        A.  It is normally the full cost of the toy.  Sometimes it
     3        is subsidised but, overall, it would be the -- it is called
     4        self-liquidating: it just pays for itself.
     5
     6   Q.   What is the idea behind that, then?
     7        A.  Behind that type of promotion?
     8
     9   Q.   Yes.
    10        A.  To have children come to visit during that period of
    11        promotion, but also to offer them, again, more value, a
    12        more fun experience when they come.
    13
    14   Q.   Right.  This might seem like an obvious question, but why
    15        pick something that is -- The Lion King is a new release,
    16        is it not?
    17        A.  Yes, it is.
    18
    19   Q.   So why pick something like that rather than an old film, or
    20        something like that, an old, kids' film?
         A.  Well, we have in the past done some old, children's
    22        films, if they are going to be topical, but we like to pick
    23        something that is topical as can be at the time.  In this
    24        case, it is The Lion King.
    25
    26   Q.   Why is that?
    27        A.  Because of the general interest that it creates with
    28        the public and with children.
    29
    30   MR. JUSTICE BELL:  You think it would be a bigger draw if it is
    31        topical?
    32        A.  That is right.
    33
    34   MS. STEEL:  Do you have to pay Disney for being associated with
    35        The Lion King or making use of their characters?
    36        A.  There is normally some kind of business arrangement
    37        with them, yes.
    38
    39   Q.   Do you know what it was in this case?
    40        A.  It was a European-wide deal, and I am not a hundred per
         cent certain how it ended out in this case.  This programme
    42        is run all across Europe.
    43
    44   Q.   Do you know approximately what the deal was?
    45        A.  I do not, as it turned out, no.  There would be, to
    46        Disney, some kind of guarantee of exposure of the product.
    47
    48   MR. JUSTICE BELL:  Rather than the money, of course, it promotes
    49        the Disney film, as well as promoting McDonald's?
    50        A.  That is correct.  The reason I am hesitating on this 
    51        one is, sometimes there is a fee involved and sometimes 
    52        there is not, and I am not sure how it finished on this 
    53        deal.
    54
    55   Q.   If you do not know the answer to any question, say so.  You
    56        may be pressed further about it, but do not hesitate to say
    57        so if you do not know.
    58
    59   MS. STEEL:  There have been fees in the past, then, for some
    60        promotions of this kind?