Kmart sets up Batman boutiques

Sells related DVDs, merchandise

By Susanne Ault -- Video Business, 7/9/2008

JULY 9 | Kmart is getting into Batman fever by promoting franchise DVDs and other merchandise in a front-of-store Batman boutique.

Timed for the July 18 theatrical launch of the franchise’s next installment The Dark Knight, the boutique, in partnership with Warner Bros. Consumer Products, will carry a wide range of Batman merchandise. Featured products include such Warner Home Video DVD titles as Batman Begins, toy figurines and themed candy, as currently advertised on Kmart’s site.

Customers who purchase three bags of Reese’s Batman candy will score free movie tickets to Dark Knight. And Kmart shoppers can save $5 on select Dark Knight toys with the purchase of five boxes of select General Mills cereal and fruit snacks.

People also can visit the Kmart Web site to get free downloadable Batman wallpaper and access The Dark Knight trailer.

Kmart will support the boutiques through July 18. The retailer plans to promote its Batman initiative through circulars as well as by handing out themed Kmart shopping bags to customers.

Additionally, Kmart and Warner interactive ads will run at various malls and theaters, underscoring that the retailer is the ‘Batman Headquarters.’