Studios and Networks Make a Bid for Auction Action
The Wilson volleyball from “Cast Away” may not pull down a multimillion-dollar paycheck like its co-star Tom Hanks, but it’s worth at least 18 grand.
Or $18,400, to be precise. That’s how much one ardent fan paid for Hanks’ island buddy last week at the https://www.fox-auction.com Web site. Not bad for a battered ball smeared with fake blood and festooned with a funky hairdo.
This week, Web surfers can bid for a guest spot on ABC’s “Politically Incorrect.” Starting today, interested parties can vie for a panel seat on the show at https://www.abctvauctions.com. Bidding, which will continue until Jan. 22, starts at $500, and proceeds will benefit the Best Friends Animal Sanctuary.
Whether it’s for the chance to be a TV star for a day or to own props from a film or TV show, entertainment-related auctions on the Web are on the rise, providing a bevy of opportunities for regular people with an Internet connection to get a bit closer to show biz. Fans have even come to expect there will be some kind of promotional swag available to them online after a movie release, say, or a premiere party.
Among other things, these auctions have proven to be a successful marketing tool for networks, studios, celebrities and charities.
“There is a trend toward moving to promote [online auctions] that we’re seeing with the studios,” said George Grobar, vice president of auctions for the Walt Disney Internet Group. “People are going to find that it’s a great way to get people to think about the film in a different way.”
Last February, Disney entered into an exclusive, four-year contract with online auction behemoth EBay. On their main auction site, https://www.disney.ebay.com, Mouse enthusiasts can find one-of-a-kind items from the Disney vaults as well as general memorabilia from the Disney kingdom.
Of note, actor John Stamos purchased a marquee sign that stood at the entrance to Disneyland for $30,700 in October. Now on the block: tickets to preview Disney’s California Adventure park before its Feb. 8 opening. Upcoming items will include a 1961 edition of “Lady and the Tramp” signed by Walt Disney, to coincide with the straight-to-video release of “Lady and the Tramp II: Scamp’s Adventure.”
“We’re still exploring how we can work with our partners and make sure that our features groups think of us when they’re planning their promotional campaigns,” said Grobar. “We’re seeing the momentum build and think it will increase over the next few quarters.”
Over at 20th Century Fox, online auctions are more likely to be an afterthought than an integral part of the initial planning of a promotional campaign, according to Jeffrey Godsick, vice president of publicity and promotions for the studio. Still, Fox is “definitely generating revenue” from the auctions and will continue to hold them online, Godsick said.
The Fox auction site, powered by EBay competitor Yahoo!, achieved its biggest success so far this summer with goods from “X-Men.” Costumes sold in the $20,000 range, and $25,000 was raised for the Multiple Sclerosis Society of Southern California, according to Godsick.
Of course, there are countless auction sites that offer entertainment goods, including AsSeenIn.com (available at https://www.asseenin.com), which gives fans a virtual behind-the-scenes look at a variety of TV shows and movies. The site’s inaugural auction in June, which featured collectibles from “Beverly Hills, 90210,” made more than $530,000, with a portion raised for charity.
This week, Carsey-Werner Productions told The Times it will add its series “That ‘70s Show” and “3rd Rock From the Sun” to the AsSeenIn.com roster. The “ ‘70s Show” channel on the site will provide set tours, wardrobe details and cast interviews. An EBay auction, running Jan. 25-Feb. 2, will feature items from the show’s “Ice Shack” episode, among other offerings.
“We are always looking for new ways to give viewers access to our programming,” says Robert Raleigh, president of domestic television distribution for Carsey-Werner. “Our shows have a very dedicated following, and fans often look to the Internet to find out more.”
TV and the Web: On the prowl for a Valentine’s Day gift that really says “I love you”? NBCi.com is giving viewers the chance to present an on-air Valentine’s Day message in prime time on NBC. Contest entries will be accepted until Jan. 21, at https://www.nbci.com. . . . Frankie Muniz (“Malcolm in the Middle”) will provide the voice of Rocky in Rumpus.com’s upcoming animated feature “The Red Bison,” which will debut on the site in December.
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Michele Botwin can be reached at michele.botwin@latimes.com