Twilight DVD release coming March 21

Most retailers required to stock two-DVD version

By Susanne Ault -- Video Business, 1/12/2009

JAN. 12 | Summit Home Entertainment confirmed it will release runaway hit Twilight on DVD on March 21 (prebook Feb. 3), but most stores will have access solely to the two-disc edition, priced at $32.99.

The supplier acknowledged that retail access to a single-disc SKU will be restricted to rental stores and a very limited sell-through account base, attributing the decision to the devotion of Twilight’s mostly female fan base.

There also will be a Blu-ray version, priced at $34.99.

“The Twilight fan is someone who is looking for more than just the movie, because of the large amount of repeat viewership that we got with the film,” Summit Home Entertainment president Steve Nickerson said. “Many of them have seen the movie more than once and are looking for more than what they can get on a basic release. We feel this is the best way to go to market.”

Stephenie Meyer, the author of the best-selling novel on which the movie is based, has written about the two-disc Twilight release on her official Web site, www.stepheniemeyer.com.

The film grossed $176 million in theaters, due in large part to repeat viewership by teens.

Bonus features on the two-disc set will include the seven-part documentary “The Adventure Begins: The Journey From Page to Screen,” several extended/deleted scenes and music videos from bands Paramore, Muse and Linkin Park.

Some retailers are concerned about not having access to the less expensive single-disc version, particularly at a time when the economy is creating more budget-minded consumers.

“Lots of retail channels can’t sell product that is over a $20 price point,” said one source. “So just having a special edition two-disc set does limit retail.”

Regardless of repeat theatrical viewership, most high-profile movies, including Warner Home Video’s The Dark Knight and Paramount Home Entertainment’s Iron Man, are widely released in two-disc and single-disc versions to provide options for the largest possible consumer base.

Nickerson declined to comment on which retailers will stock the single-disc SKU.

Currently, Amazon.com is among those only listing the two-disc version for pre-order.

Summit acknowledges that Twilight will be unique in its two-disc push, as most films of its stature street in a number of configurations. But Nickerson believes it makes sense to craft a version specifically for its fans and not for the general DVD consumer.

“The Dark Knight and Iron Man also have dedicated fans, but these are broader-based films, where you’ve got males and females, older and younger,” said Nickerson. “This is a female-driven franchise. And with subsequent research … [the two-disc set] is something that the fans will be looking for.”

Also part of Summit’s fan strategy, the film will street on a Saturday in order to accommodate Twilight’s many young followers. The assumption is that many retailers will want to hold midnight release parties for Twilight, and school-age fans will more easily be able to attend them on the weekend.

“A midnight event could be very powerful for the release of the DVD, but if you did it on a Tuesday, some people can’t participate,” said Nickerson. “Parents might say that you can’t go because of school. With a midnight release on a Friday night, there’s no reason why someone would be restricted from going.”