Fox screens Fight Club for 10-year anniversary

PHYSICAL: Blu-ray features Never Been Kissed menu gag

By Laurence Lerman -- Video Business, 11/18/2009

NOV. 18 | PHYSICAL: Tyler Durden would surely have approved of the attention 20th Century Fox Home Entertainment has given to the Nov. 17 release of the Fight Club 10th anniversary Blu-ray Disc, not to mention the gag found on the actual disc.

Special midnight screenings of the controversial 1999 David Fincher film starring Brad Pit and Edward Norton were held in New York and Los Angeles on Tuesday. Attendees—approximately 200 on each coast—showed up at theaters that were decked out to look like the kind of boarded-up rehab and 12-Step centers that were seen in the film. Upon entrance, fans were affixed with “Hello. My name is…” stickers and enjoyed complimentary coffee and donuts, in keeping with the film’s 12-Step theme. Those who attended the event were informed of the “secret” screening locations by registering at “Project Mayhem” Web sites, designated www.projectmayhemny.com and www.projectmayhemla.com.

The Fight Club Blu-ray itself features a wisecrack devised by director David Fincher. Upon inserting the disc into a Blu-ray player, a menu page pops up, but rather than introducing Fincher’s film, there are images and music from another 1999 Fox film, the Drew Barrymore comedy Never Been Kissed. Several long seconds later, the images change to a menu page featuring the IKEA catalog image from Fight Club. Fincher reportedly approached Barrymore, who also executive produced Never Been Kissed, for her approval for the gag. Apparently, he got it.

Fox also had the Fight Club Blu-ray feature unique box art designed by taggers.