European Stars and Stripes (Newspaper) - July 15, 1990, Darmstadt, Hesse                                On videos reviews Topi a videos sick of video ads sons Madison ave. Jeffry Scott Cox news service. Finally they had outgunned the Remote control zappers. That was the thought on Madison Avenue 2vz years ago when Pepsi cola decided to place an and on the video version of the movie top gun. The costly 60-second commercial was so  crafted it seemed inseparable from the movie. Two fighter pilots having completed their Maneu vers sought a moment of refreshment with a diet Pepsi. When one could t get his cola to eject from its High tech cooler he simply rolled the Jet Over and poured out the contents. But since the Heady Days of top gun when file advertising executives were calling Home videos the new Star in the Galaxy of Media they have discovered they Are More like the Comet Kohoutek. A big disappointment. Quot it has not turned out to be the great new medium and it probably wont Quot says Mike Drexler executive vice president and National Media director of Bozell inc., new York. Cites a Survey that found Only 10 percent. Of viewers zipped the top gun Pepsi and while 25 percent zipped the Nestle s and which a already had appeared on television on dirty dancing. According to Sylvester an advertiser can reach the same audience a for less Money a with one and on the Cosby show than it can by buying a spot on a hit video which will take three a a a or months to be. Seen by the same number of peo pie a about 25 million a a  ads in videos Are far from fading the newest attempt  make them work is promotional tie ins where an advertiser promotes a movie in Heaters and has the option later of placing an and on the video release. Mello Yello is doing that with the new Tom cruise Stock car film Days of Thunder. Other major promotions surrounding this summer s releases include Mcdonald s with Dick Tracy Wendy a with Jet sons the movie and Nintendo with total recall. A there s continuing interest in doing ads on Home videos Quot says Drexler. Quot there just has to be further justification for the added Cost in.  uncut attractions if you did t get enough of aliens and fatal attraction there May be More on the Way. Extended versions of the two hit films May be released on video. The original director s Cut of Allens was released in England in april. Titled Allens the special edition the new version runs 17 minutes More than the original 137-minute tap a now available in the United states. Most of the re inserted footage fleshes out the motivations behind the risks heroine Ripley Sigourney Weaver takes to save the Little girl Newt Carrie Henn. There Are also rumours that before the end of the year Paramount May release the original director s Cut of fatal attraction a the one shown in Japan though it proved too much of a Downer for . Preview audiences. In this version the character played by Glenn close commits suicide and frames the character played by Michael Douglas for her murder. A i hese were the lop 10 vide Ocas Setles in . Rentals Iasi week according to billboard magazine.1 Back to the future part it Mca Universal �2 the fabulous Baker boys ive3 look who stalking Ria Columbia.4 tango and Cash Warner bros5 Harlem nights Paramount.6 Black rain Paramount. 7 sea of love Mca Universal. 8 the Little Mermaid Disney 9 steel magnolias Ria Columbia. 10 always Mca Universal. A a a a t i he top 10 video sales were 1 the Little Mermaid Disney. 2 new kids on the Block a step by step lbs. 3 teenage mutant ninja turtles Cowa Bunga shred head family. 4 Honey i shrunk the kids Disney. 5 lethal weapon 2 Warner. 6 sexy lingerie i ibo. 7 teenage mutant ninja turtles Case of the killer pizzas family. 6 Harvey Mca. 9 Indiana Jones and the last crusade Paramount.10 top gun Paramount after Pepsi hitched a ride on top gun four other advertisers followed suit Nestle s on dirty dancing Hershey a kisses on the Princess Bride jeep on platoon and snickers on Moonstruck. Some advertising executives predicted then that about 20 Home videos each year would carry ads. In fact Drexler said Only about a dozen major movies have carried ads since top gun. Whal happened advertisers say the spots Cost too much to produce and deliver audiences that Are impossible to select or measure. Advertisers did no to find enough in a top gun above and video distributors Are hoping audiences did no to get enough of the first version of Quot fatal attraction Quot below. Also for ads to be most effective on a video they must be specially produced for the video a at an average Cost of $750,000, according to Agency executives. Alice Sylvester head of Media resources and research at j. Walter Thompson Chicago Pic Ramum sunday july 15, 1990 to plus c Page 9