Twilight single-DVD only at Wal-Mart

Movie will be sold with merchandise in in-store boutiques

By Susanne Ault -- Video Business, 2/12/2009

FEB. 12 | Wal-Mart confirmed it will be the exclusive seller of the single-disc Twilight when the title bows from Summit Home Entertainment on March 21.

The chain plans to launch Twilight, whose two-disc special edition will be sold widely at retail, as part of 3,500 in-store boutiques containing merchandise themed around the teen vampire film.

Wal-Mart also will offer Twilight’s two-disc edition.

Consumers can pre-order either SKU at Wal-Mart, which is currently retailing the single disc for $17 and the two-disc for $22.86.

Summit had earlier confirmed a limited rollout of the single-disc SKU, which is just one prong of an overall strategy to launch different Twilight configurations at different retailers.

Target and Best Buy will sell Twilight on Blu-ray Disc in an exclusive window. Borders will sell its own exclusive version of the two-disc special edition.

Other Twilight items set for Wal-Mart boutiques include the film’s CD soundtrack, the book series on which the film is based and Twilight clothing, tote bags, posters, licensed jewelry and accessories.

The Twilight Wal-Mart stores will stay open through April and will continue to sell film-themed merchandise through the end of the year.

Additionally, the chain’s Web site will enhance the DVD’s bow with exclusive behind-the-scenes movie footage. Fans will soon be able to send friends personalized Twilight photos, dubbed ‘eBites,’ through Walmart.com.

“Twilight is a cultural phenomenon that has gripped both teens and adults across the country,” said Greg Hall, VP of merchandising at Wal-Mart. “From the popularity we’ve already witnessed in books and music, we believe ‘Twilighters’ will be very excited about the items and values Wal-Mart will bring together in a new in-store and online experience.”

Summit president Steve Nickerson added, “We’re delighted to partner with Wal-Mart in bringing the highly anticipated Twilight DVD to the millions of enthusiastic fans who made the film such a groundbreaking success in its theatrical release. By creating specially dedicated Twilight stores, both in their bricks-and-mortar locations and on their Web site, Wal-Mart is creating a unique home for this beloved franchise’s passionate fan base.”