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A ‘Paranormal’ Boxed Set

The online-exclusive Paranormal Activity set

By :John Latchem | Posted: 29 Dec 2009

The last week of 2009 offered a few new releases to round out the year, but most interesting is the release strategy for Paramount's Paranormal Activity.

Fans of the supernatural sleeper hit can get a limited-edition gift set of the film on DVD that also includes a collectible trading card with a film cel from the movie, and an individually numbered T-shirt.

The catch is that this DVD collector’s set can only be ordered online. Though it doesn’t appear to be exclusive to any particular retailer, the official Paranormal Activity Web site links to Amazon.com, which offers the set at $37.99.

Walmart.com has the set for $37.86, Target.com has it for $38.19 and BN.com (Barnes & Noble) has it for $52.19. By comparison, Target has the regular DVD at $15.99 and Best Buy has the regular DVD at $16.99, and both have the Blu-ray at $24.99.

Curiously, none of the major retailers decided to promote the online exclusive in their weekly ad circulars as a means of driving traffic to their Web sites.

Best Buy also offered a couple of TV DVD exclusives. Shoppers could save $5 off the Glee: Season 1 Vol. 1 DVD with purchase of a “Glee” soundtrack, and United States of Tara: Season 1 came with the first two episodes of “Nurse Jackie.”

The primary in-store focus of retailers seems to be clearing inventory and promoting hot recent releases at discounted prices. Several recent TV DVD releases could be had for as little as $9.99 a season, depending on where you look. Most boxed sets were offered at less than $20, with the median price coming in around $17.99.

Best Buy also had a savings of $5 with purchase of any two Disney titles “before they go into the vault.” The selection includes Sleeping Beauty, The Jungle Book and 101 Dalmatians.



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