Twilight DVD box set exclusively at Borders
By Susanne Ault -- Video Business, 2/9/2009
FEB. 9 | Borders will offer an exclusive version of Summit Home Entertainment’s March 21 two-disc release of Twilight, including one hour of extra content not available elsewhere.
The special Borders Twilight box has 10 exclusive photo cards.
The exclusive material features Comic-Con interviews with stars Robert Pattinson and Kristen Stewart and red carpet footage from the film’s Los Angeles premiere, with cast members Kellan Lutz, Ashley Greene and Nikki Reed. Also included is a cut of a ‘Borders Book Club’ Web episode that featured author Stephenie Meyer discussing her source material for the Twilight novel franchise, on which the movie is based.
Additionally, Borders’ Twilight two-disc edition carries 10 exclusive photo cards and will be encased in packaging distinct from the box art at other retailers. The booksellers’ design revolves around foil-stamped tree branches that highlight the movie’s logo.
Borders and its Web site are currently listing the title for pre-order at $29.99 pricing.
To underscore its Twilight exclusive, Borders will hold nationwide midnight parties for its release on Friday, March 20. Further details on the parties should be announced shortly, according to the chain.
“No retailer understands the passion Twilight fans have for Bella and Edward’s story quite like Borders,” said Anne Kubek, executive VP of merchandising and marketing at Borders. “We’ve been with this series from the very beginning and share fans’ enthusiasm as we’ve watched it explode into a full-blown cultural phenomenon. To celebrate the release of the film on DVD, we wanted to go above and beyond to create something truly special that can’t be found anywhere else.”
Borders' Twilight version is the latest in a string of exclusives Summit is lining up for the title. Its single-disc SKU is expected to be sold only at Wal-Mart, and its Blu-ray version will launch for sale exclusively at Best Buy and Target.
Twilight and Borders should make a strong marketing team for the DVD. All four Twilight book installments are long-time bestsellers.
The chain continues to offer a wide selection of Twilight-related merchandise, spanning books, T-shirts, jewelry and action figures, in prominent displays at the front of its stores.
