||NTRA Promotes "Seabiscuit" to Bring New
Fans to Horse Racing
The release of Universal Pictures' movie Seabiscuit,
scheduled for July 25, gives NTRA and its members a unique opportunity to bring
horse racing to a new generation of fans and turn moviegoers into racegoers.
NTRA has been working with Universal Pictures since last year on programs and
promotions to capitalize on the movie. The campaign began with this year's Eclipse
Awards ceremony, where Seabiscuit stars Tobey Maguire, Jeff Bridges, Chris Cooper,
Gary Stevens and Chris McCarron were award presenters. We are now coordinating
a series of consumer promotions in local markets with our member racetracks and
- A three-minute film promoting the history, tradition
and enjoyment of Thoroughbred racing that will run from July 25-August 21 on as
many as 5,500 movie screens in 525 theatres, with viewership estimated at 20 million.
In select areas, it will also include a promotional message from the racetrack
in the local market;
- Promotional messages in theatres, notifying moviegoers
that their ticket stubs may be redeemed for free admission or another offer at
their local racetrack;
- Officially licensed Seabiscuit merchandise, produced
by Roots Canada and featuring the Seabiscuit movie logo, NTRA mark and a track/horsemen's
association logo. The merchandise will be available in late June, with online
sales flowing through the NTRA Web site, exposing thousands of movie fans to horseracing
- many for the first time;
- A national contest for consumers to win tickets
to the world premiere of Seabiscuit in Los Angeles. Consumers can enter the sweepstakes
on-track or online at NTRA.com and other NTRA member Web sites;
- A Seabiscuit-themed
Mystery Mutuel Voucher promotion on August 2. Mystery Mutuel Vouchers, each worth
at least $2, produce double-digit increases in on-track attendance and pari-mutuel
handle when redeemed for cash at NTRA member facilities;
- In-show features
on NTRA programming, produced by NTRA Productions and offering a behind-the-scenes
look at the making of Seabiscuit. A documentary on the making of Seabiscuit also
will air during June and July on the ESPN Classics Network and be supported by
more than 200 promotional messages on the ESPN family of networks; and
Release of the Seabiscuit DVD to coincide with the 20th running of the Breeders'
Cup at Santa Anita Park.
With Seabiscuit already being mentioned
for Oscar consideration, we hope to have many months' worth of promotional tie-ins
ahead of us, with additional marketing programs to follow in 2004 that will build
on the growing fan interest in our sport.