The Fluorescent Green VHS Tapes and Holographic Security of E.T. The Extra-Terrestrial

Why did E.T. The Extra-Terrestrial VHS tapes feature a vibrant fluorescent green color? And what about the nostalgic holographic sticker with the Universal logo? These distinctive features were part of a sophisticated marketing strategy to enhance the product's appeal and security.

The Fluorescent Green Marketing Choice

The E.T. The Extra-Terrestrial VHS tapes were marked by their striking fluorescent green color, a deliberate marketing choice by Universal Pictures. This vibrant shade was designed to make the tapes stand out on store shelves, ensuring a memorable and unique product standing out among the plethora of other VHS releases during that time.

This visual differentiation was not just an aesthetic choice; it significantly contributed to the product's market penetration. Memorable, bold packaging often draws consumers' attention, making the tape more likely to be purchased. Additionally, the combination with other unique security features further enhanced the product's value perception for the consumer.

The Holographic Security Feature

The holographic sticker of the Universal logo on the tape served a dual purpose: it acted as a security measure and a mark of authenticity. By 1988, holographic technology was relatively new and had started being used for credit card security features. This made the Universal logo sticker a distinctive, and non-replicable element that added an extra layer of security to the product.

To further protect against counterfeiting, Universal employed additional measures. The tape label itself was printed on copy-proof stock with a light-blue background pattern, making it highly challenging for counterfeiters to replicate. Together, the fluorescent green color and the holographic sticker ensured that E.T. The Extra-Terrestrial tapes were among the most challenging to counterfeit for the bootleg market.

The Cultural and Commercial Context

The release of E.T. The Extra-Terrestrial on VHS in late 1988 occurred at a critical time when the home video market was gaining traction. Prior to this, consumer-priced tapes were largely confined to rental scenarios, but by 1988, there was a growing demand for authentic, high-quality home video releases.

Counterfeiting was a significant concern for the film industry during this period, with many titles being targets for bootleggers. Since VHS tapes used generic tape stock and clamshell cases, counterfeiting could be lucrative, especially for big titles with a high purchase value. Universal Pictures anticipated high demand for E.T. The Extra-Terrestrial and aimed to mitigate potential losses from counterfeiting by integrating unique and unreplicable features into the tapes.

The combination of the vibrant green color, holographic sticker, and copy-proof printing helped to create a product that not only stood out on store shelves but also provided an additional level of security against counterfeiting. These features became standard practices in commercial VHS releases after the E.T. The Extra-Terrestrial release, setting a precedent for future home video marketing strategies.