Borders gets exclusive lease on Life
Chain has six-month exclusive window for Ira Glass title
By Susanne Ault -- Video Business, 1/14/2008
April, 14 2008
The Spiderwick Chronicles DVD
After earning $57 million at the box office so far, the movie version of the book series The Spiderw...
More
March, 13 2008
Charlie Wilson's War DVD
Universal is delivering Tom Hanks starrer Charlie Wilson's War on April 22. Prebook just passed on T...
More
March, 13 2008
Harry Potter and the Deathly Hallows
No, I don't have any dates for the DVD release, but as I'm a fan and I know a lot of others are, I t...
More
March, 13 2008
3-D may not be a boon for DVD
“It is nothing less than the greatest innovation that has happened to all of us in the movie b...
More
» VIEW ALL BLOGS
Gossip Girl stars Matthew Settle and Kelly Rutherford celebrate with Snoopy (aka the Easter Beagle) at Warner’s ‘The Easter Beagle Presents Canine Couture’ fashion show in Palm Beach, Fla., on March 8.
To promote DreamWorks and Paramount’s Bee Movie, human-sized bees descended upon New York for some promotional events.
Director Tony Krantz attended the South by Southwest Film Festival in Austin, Texas, with the cast of his film Otis, which Warner will release on DVD June 10.
» VIEW ALL GALLERIES
» VIEW FEATURED GALLERY
JAN. 14 | In one of its first DVD ‘gets’, Borders will be exclusively selling the first season of This American Life.
For six months, Borders will be the only retailer offering the title, which is priced at $19.99.
Previously, Borders has sold some exclusive versions of DVDs as well as exclusive CDs. But Showtime Networks’ American Life, from distributors CBS DVD and Paramount Home Entertainment, represents one of the few straight title exclusives offered at Borders, said chain spokeswoman Ann Binkley.
Borders wanted to take an aggressive stance with American Life because its customers are established fans of Ira Glass, the star of the series based on the popular National Public Radio program.
“We look at the books that Ira Glass has done, and the sales for them have been strong,” said Binkley. “When the opportunity came up to [sell American Life exclusively], it was a no-brainer.”
Borders plans to heavily market the title over the next several weeks. There are three live in-store appearances with Glass at Borders: Jan. 29 in Chicago; Jan. 31, New York City; and Feb. 9, Ann Arbor, Mich. The February appearance will be taped for Borders’ regular Web program “Live at 01” for viewing later in the month at its site www.bordersmedia.com.
Also, Borders will drum up buzz for American Life though its ‘ShortList’ e-newsletter, which is sent weekly to its 23.5 million Reward Club members.
American Life is just the latest example of Borders’ recent merchandising aggressiveness. Its Rewards Club, which grants coupons and other deals to heavy Borders shoppers, was just launched in Feb. 2006. In November of last year, Borders launched an in-store TV network to help spread the word about its DVDs, CDs and books.
Binkley said that the door is open for further Borders DVD exclusives.
“We are doing this more and more,” said Binkley. “We just did a great CD exclusive with Anúna [and the world music act’s July 2007 album Celtic Origins]. When it makes sense for our target audience, we will work closely with our vendors. This is a newer thing. And we’re continuing to look for different things that meet our customers’ needs and make sense for business.”
