‘Rings’ Still Reigns at Retail6 Apr, 2010 By: John Latchem
Nearly a decade after its debut, the impact of Peter Jackson’s The Lord of the Rings is still being felt. With the Blu-ray disc boxed set of the theatrical version of the trilogy hitting retail April 6, studios kept the shelves relatively clear of any groundbreaking new releases.
The only new theatrical title was the Nicolas Cage-starrer Bad Lieutenant: Port of Call New Orleans, which barely made a blip in theaters. It had enough star power, however, to earn decent placement at most retail outlets.
Another title earning some unsuspecting attention was Party Down: Season One, which most retailers didn’t bother including in their weekly ad circular. Best Buy offered a $25 gift card deal to buyers who also ordered the Starz cable channel on which the show airs. And Wal-Mart gave fans a treat with a bonus disc containing two episodes from the upcoming season of the show.
As for Rings, while the boxed set was a featured title at most locations (a Wal-Mart in Long Beach, Calif., devoted only a single slot for it in its Blu-ray section, and it was sold out), most shied away from any special promotions.
Best Buy offered the trilogy Blu-ray with an exclusive letter opener shaped like the Andruil sword from the films. This deluxe set also includes a $10 coupon for the purchase of Weta collectibles.