Single-disc Twilight DVD rolls wide at retail

PHYSICAL: Stores offer movie cash, merchandise tied to New Moon theatrical

By Susanne Ault -- Video Business, 10/26/2009

OCT. 26 | PHYSICAL: Summit Home Entertainment is launching the single-disc standard DVD version of Twilight to retail widely for the first time on Tuesday, Oct. 27. 

Initially rolled out as a Walmart sell-through exclusive on March 21, the single-disc configuration is now being offered elsewhere to help promote the franchise’s next theatrical installment, Nov. 20 release New Moon. The single disc carries the same wholesale price as it did earlier this year, with many retailers currently advertising the title around $16.99 to $17.99.

Best Buy is among chains further enhancing buzz by offering free New Moon movie cash, worth the equivalent of one ticket, with the purchase of the single-disc Twilight.

Retailers also are expected to rebuild themed sections in the upcoming weeks around the New Moon launch, which could hold everything from the franchise’s source book series, Twilight DVD and Blu-ray Disc versions, CDs, clothing, among other items.

“With the new movie coming out, many stores have chosen to re-promote Twilight, and we have helped that cause by releasing the single DVD tomorrow to other retailers,” Summit president Steve Nickerson said. “It’s four weeks out from the [new film] so it’s far enough out to get some extra business with Twilight and close enough to take advantage of the increased awareness of the [franchise].”

Many video-on-demand carriers were offering Twilight to customers in October, but this VOD offering should disappear in November. At that point, pay-TV networks are expected to control its TV distribution rights.

Twilight is already the best-selling title of 2009, selling more than 8 million DVD/Blu-ray copies to date, according to the studio.

The title successfully performed within a unique distribution strategy, in which Summit rolled out different SKUs to different retailers.

In a further boost to the brand, several of the franchise’s actors will embark on a mall tour through 15 cities starting the first week of November. Additionally, bands featured on the New Moon soundtrack also will perform.