Retailers rev up Transformers promos
PHYSICAL: Revenge of the Fallen promoted in 'Doorbuster Deals' at Best Buy
By Susanne Ault -- Video Business, 10/13/2009
OCT. 13 | PHYSICAL: Best Buy and Hastings Entertainment are among chains set to throw midnight launch parties for Transformers: Revenge of the Fallen, creating events worthy of the film’s status as the highest grossing movie of 2009.
Best Buy is branding its Transformers promotion as ‘Doorbuster Deals.’
Best Buy will roll out midnight openings for Paramount Home Entertainment’s Oct. 20 release at more than 100 stores nationwide from Florida to California, confirmed company spokeswoman Erin Bix. There will be special offers themed around the title, which generated more than $400 million in U.S. theatrical revenue, to be handed out to the first people standing in line.
“This is a hot title that we know our customers are excited about, which is why we opted to do the events,” Bix said.
She declined to provide specifics for what the early birds will receive.
However, an upcoming Sunday Best Buy circular dated Oct. 18, obtained by Video Business, indicates that shoppers will save $3 on the title’s Blu-ray Disc release and $2 off the single-disc standard DVD edition if the title is purchased within the store’s first two hours of opening. That would knock Transformers down to $21.99 and $13.99, respectively.
It’s unclear if these savings will be exclusively enjoyed at the midnight events or if they’ll additionally be valid for stores open during regular hours.
Customers also can pick up a limited-edition Blu-ray set, bundled with a bust head of a Transformers robot, exclusively at Best Buy for $44.99, or $41.99 with the $3 savings.
Also advertised are $9.99 Blu-rays, spanning such titles as Reservoir Dogs, Gothika, Swordfish, Beerfest, among others.
Best Buy is branding its Transformers happenings as ‘Doorbuster Deals,’ indicating the title is being positioned to be as hefty as a Black Friday product.
Hastings Entertainment publicized upcoming midnight parties for Transformers, starting at 10 p.m. Oct. 19, in its current circular for titles streeting Tuesday, Oct. 13.
The chains’ push for Transformers comes as the DVD sell-through channel has slowed through much of 2009, during the most difficult recession in recent memory. At the same time, the rental business has climbed, which many have credited to its more reasonable pricing.
Blu-ray sales do continue to be on an upswing, running about double what they were a year ago.
Wholesale distributor WaxWorks has experienced a surge in renting at its video store clients and senses that the sell-through channel could benefit from an extra promotional boost.
“The recession was a life changer, and people’s habits have changed,” said Kirk Kirkpatrick, president of video at WaxWorks. “They don’t do the impulse purchasing of anything right now, and it’s not just DVD. It’s not that they don’t like movies as much as they used to, but they have less discretionary money. And impulse buying becomes a victim.”
Walmart is not throwing midnight parties for Transformers, due to many stores already being open 24 hours, according to spokeswoman Melissa O’Brien. But the chain is nevertheless rallying around the title in a major way.
It will be offering exclusive standard DVD and Blu-ray editions of Transformers, which include an extra eight minutes of the movie from the cut shown in IMAX theaters.
Also, Walmart will be selling a large selection of Transformers toys, many of them exclusive editions, throughout the aisles and on end caps in stores. Many toys also will be featured in a new $10 toy assortment at the chain.
“As you know, when we can, we work with studios to try to offer exclusive content that provides fun, added value for the movie fan, especially on the most popular movies, also providing an added incentive to own the new DVD,” said O’Brien.
In other retail Transformers deals, Target will be offering Blu-ray and two-disc standard DVD sets wrapped in exclusive packaging that will morph into a 14-inch Bumblebee robot.
F.Y.E. is similarly offering exclusive packaging on the release, which in this case is a steel book design.
