Transformers 2 first out with augmented reality
PHYSICAL: Feature will be on Oct. 20 release of blockbuster movie's DVD, Blu-ray
By Samantha Clark -- Video Business, 8/20/2009
AUG. 20 | PHYSICAL: Paramount Home Entertainment is expanding its use of holographic feature augmented reality, offering it as a bonus on the Transformers: Revenge of the Fallen two-disc Blu-ray and DVD sets.
Optimus Prime will be the focus of the augmented reality feature on Transformers: Revenge of the Fallen DVD and Blu-ray.
The second Transformers movie, which grossed $396.8 million in theaters domestically, will be released for the home market on Oct. 20. As well as two-disc Blu-ray and DVD sets, priced at $29.99 and $24.99, respectively, the movie will be available in a single-DVD version for $19.99. Prebook date is Sept. 8.
The augmented reality feature on the packaging of the two-disc sets will allow fans to hold up their DVD and Blu-ray boxes to a Webcam to access a holographic image of robotic character Optimus Prime. Viewers also will find a special Web site, where they will be asked to piece together the Matrix of Leadership to bring Optimus Prime back to life, repair his armor and calibrate his weapons by controlling his aim during target practice.
Paramount first announced its use of augmented reality for the Star Trek DVD and Blu-ray release, however, those discs won’t make it to market until Nov. 17, so the feature will be first seen with Transformers 2.
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Both the two-disc DVD and Blu-ray versions also will offer a multi-chapter documentary about the entire creation of the film including interviews with the cast and crew; a featurette about Bay’s trip to Tokyo for the world premiere; a new featurette about Hasbro’s Transformers, which are now celebrating their 25th anniversary; extended scenes; and Linkin Park’s music video for “New Divide.”
Paramount has lined up a group of promotional partners for the home video release, kicked off by Chevrolet sponsoring a sweepstakes offering participants the chance to win their choice of two Chevy vehicles, including the Camaro and Malibu.
Also, Papa John’s Pizza will offer a $3 coupon to go toward the purchase of the DVD and Blu-ray, promoted on more than 2 million limited edition Transformers-themed pizza boxes and 25 million pieces of direct mail.
A $3 DVD rebate also will be inside 5 million packages of Land O’Frost’s One Pound Premium deli lunch meats. And Perdue will include a $5 DVD rebate with its Refrigerated Breaded Chicken products.
