Montreal: A massive $8 million North American publicity blitz is in the making for the Sept. 5 launch of The Beatles Anthology, a 10-hour, eight-cassette home video collection which will retail for $175.99. The collection is being distributed in Canada by Malofilm Distribution and in the u.s. by Turner Home Entertainment.

‘We think to start with we’ll sell 30,000 sets,’ says Yves Dion, president of Malofilm Distribution.

Malofilm’s initial sales target is ‘almost $5.5 million,’ with reorder activity extending to Christmas, anniversaries and other dates. The longer-term target is 50,000 full sets, says Dion.

Malofilm picked up the assignment through direct dealings with emi and Capitol Records in the u.s.

A French-track version has been cut for the Quebec market.

The market is ripe for the home video launch, says Dion.

An abc tv special reached some 60 million viewers last year, while record sales for volume one of the anthology topped the charts, selling 10 million units. Currently, volume two has sold over five million units. The tv special will be rebroadcast Aug. 31.

The anthology – 75 minutes per cassette – includes press and concert clips, some of the boys’ backstage antics, home movies of the Fab Four, rare clips of studio recording sessions, and, of course, the band’s most memorable tunes.

The North American marketing investment is almost $8 million, with $3 million targeted for radio and television. Dion says about 10% of the spending is earmarked for Canada.

Dion says the media plan for Canada is being hammered out, but will include over $200,000 for tv. Conventional nets, specialties, and specifically music specialties, are under review.

There will be national and separate Quebec-only magazine and newspaper buys, but spillover from u.s. titles will bring much weight north of the 49th, with the biggest print display buys going to Rolling Stone, Entertainment Weekly, Newsweek and People.

Prelaunch orders are being solicited from retailers and home video buyers with point-of-purchase materials including posters, standees, buttons, counter cards and ‘an unique cube display.’

Incredibly, despite the fact The Beatles disbanded more than 25 years ago, the band’s albums still rank number one overall with record buyers – number one in the 35-44 male and female demographic, number two in the 45-54 group, and a surprising number six with the teen (12-17) crowd.

‘The (North American) media blitz is expected to create one billion consumer impressions and reach 80% of the population,’ says Dion.

In fiscal ’95/96, Malofilm’s gross distribution revenues were $28 million, with $23 million coming from home video sell-though and retail, says Dion.