`CANNED FILM FESTIVAL’ ON TV WORST OF THE BIG SCREEN IS ON ITS WAY

Los Angeles Times (pre-1997 Fulltext) – Los Angeles, Calif.
Author: LEE MARGULIES
Date: Jun 10, 1986
Start Page: 10
Section: Calendar; 6; Television Desk
Text Word Count: 460

Abstract (Document Summary)

The soft drink company is hoping to attract young viewers who will find the films “wonderfully bad,” in the words of David Millheiser, manager of brand development for Dr Pepper.

Other films in the series are “Bride of the Monster” (1956), “Robot Monster” (1953), “Project Moonbase” (1953), “The Crawling Hand” (1963), “Robot Attack USA” (1959), “Untamed Women” (1952), “The Terror of Tiny Town” (1938), “They Saved Hitler’s Brain” (1964) and the Mexican-made “Doctor of Doom.”

Millheiser said that the concept for the series was developed for Dr Pepper by the Young & Rubicam advertising agency as “a media solution to an advertising problem”-namely, how to break through the commercial clutter and reach the soft drink’s target audience: consumers between the ages of 12 and 24 who are receptive to Dr Pepper’s efforts to position itself as an innovative, slightly wackier alternative to its larger cola competitors.