• by Karl Greenberg , October 15, 2008

ConAgra's Orville Redenbacher's Gourmet Popping Corn and Crunch 'n Munch popcorn brands are riding the DVD release of Lucasfilm's Paramount Home Entertainment's "Indiana Jones and the Kingdom of the Crystal Skull."

Consumers get a $10 mail-in rebate on the DVD purchase when they buy two boxes of Orville Redenbacher's microwave popcorn and one box of either Crunch 'n Munch caramel corn or an extra box of Orville Redenbacher's.

The brands are promoting via a television spot that marks the first time that Orville Redenbacher's has created television advertising to support a consumer promotion, according to ConAgra. The 15- and 30-second spots use footage from the film to show a family using Indiana Jones-like whips to turn off the lights, grab a bowl of Orville Redenbacher's popcorn and turn on the DVD player.

The commercials launched nationally last week, and will run through October on shows like ABC's "Ugly Betty" and "Supernanny" and NBC's "Knight Rider," "Crusoe" and "Life." Cable networks running the ads include TBS, TNT, Food Network, FX, TLC, HGTV, Travel Channel, Oxygen, Lifetime and TV Land.

The offer is also being touted on boxes of Orville Redenbacher's and Crunch 'n Munch, and via point-of-purchase displays.