Merchandisers Race To Jump on `Gump'

HOLLYWOOD Executives at Paramount Pictures knew they had a hit in"Forrest Gump" long before its July 6 opening.

But they didn't think the baby-boomer film had anymerchandising potential, which is usually reserved for youth-orientedaction and adventure pictures.

Now the studio is scrambling to fuel the nation's retailerswith "Gump" products, which will debut this week.

At the time of its $24.5 million debut opening, "Gump" had zerolicensees - no merchandise ready to roll.

That news, according to several Paramount insiders, angeredViacom Entertainment Group Chairman Jonathan Dolgen, sending studiomarketers scurrying to make "Gump" deals.

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