Sony repackages movies for Girls promo
13 Going On 30, 50 First Dates among titles to be released on DVD, Blu-ray
By Susanne Ault -- Video Business, 12/31/2008
DEC. 31 | Sony Pictures Home Entertainment is re-launching a number of its most popular chick flicks, including 13 Going On 30 and 50 First Dates, as part of a corporate-wide campaign to target female consumers.
Sony is repackaging the movies in pink-wrapped cases.
Under the ‘Girls Night In!’ program, bowing Jan. 20, Sony will street 15 titles on DVD and seven titles on Blu-ray Disc. Both 13 Going On 30 and 50 First Dates are among those that will be released in both formats.
All titles will have a repackaged design meant to support reasonable pricing, including $14.95 for standard DVD. The pink shrink-wrapped sets save on costs by foregoing an O-ring cardboard sleeve. Featured Blu-ray titles will be tagged at either $28.95 or $38.96.
To complement the DVD and Blu-ray titles, Sony sister unit Sony Music Entertainment will release several ‘Girls’ $13.98 CDs. Featured albums include The Ting Tings’ We Started Nothing, Backstreet Boys' The Hits and Celine Dion’s All the Way…A Decade of Hits.
In association with Sony Electronics, people also can enter an online sweepstakes to win a grand prize trip to New York City, along with such pink-colored products as a VAIO computer and a Cybershot camera.
“This is about really getting into that emotional connection that women have with specific movies,” Sony VP of marketing Marc Rashba said. “These films pop up on favorite lists from our female fans. And we went after a particular price point that is attractive to them and retailers.”
The other ‘Girls’ titles to be released on both DVD and Blu-ray are Click, Hitch, Cruel Intentions, Rent and Stomp the Yard.
Movies that will be released on DVD only are Center Stage, Blonde Ambition, Bye Bye Birdie, Dick, You Got Served, Funny Girl, Only You and Ice Castles.
