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'Battle' for Blu-ray Shoppers

24 Mar, 2015 By: John Latchem

Target's 'Hobbit' Blu-ray with Lego

The quest to attract buyers for Warner’s The Hobbit: The Battle of the Five Armies and other new releases March 24 led to a fervor of retailers rallying the troops in the form of several exclusive promotions.

Target offered an edition of the 2D Blu-ray combo pack of the concluding chapter of the “Hobbit” trilogy with pack-in Lego figures of Bard and Bain.

Best Buy offered steelbook packaging for both the Battle of the Five Armies Blu-ray and The Hobbit: The Motion Picture Trilogy Blu-ray boxed set.

Walmart offered a single-disc DVD edition of Armies with special box art and almost none of the extras in the widely available two-DVD set. In fact, Walmart didn’t offer the two-DVD set, and sold its single-disc version at about the same price the other stores offered the two-DVD version. However, the DVDs weren’t tagged with a Walmart exclusive sticker, so shoppers who picked up the DVD at Walmart might not have realized there was a version available with substantial bonus features.

Walmart also offered a DVD gift pack of Universal’s Monster High: Haunted, with a Scaremester Collection DVD containing 18 episodes.

In addition, Walmart has a $24.96 preorder for Anchor Bay’s Paddington Blu-ray with an in-store box containing a plush bear and the ability to stream the movie via Vudu.com 10 days before the April 28 street date. The film will be widely available on Digital HD April 17.

For Universal’s Unbroken, Walmart offered a version of the Blu-ray containing a booklet and 30 minutes of exclusive bonus features viewable through Vudu.

Of course, Universal made available a “Legacy of Faith” DVD special edition of Unbroken exclusively through faith-based outlets Family Christian Bookstores, Mardel Christian Bookstores and ChristianBook.com, with a bonus DVD containing an additional 90 minutes of interviews.

Target offered the Unbroken Blu-ray with a collectible bookmark, while Best Buy had a steelbook version of Unbroken as well.

In anticipation of Universal’s Furious 7 in theaters, Target offered a $10 discount off any “Fast & Furious” Blu-ray ($8 each) and a remote-control car toy ($22.99) based on the franchise. The Blu-rays contain a $7.50 coupon to see the new movie, which hits theaters April 3.

Target also had in-store signage touting an additional 10% off new DVDs and Blu-rays via its Cartwheel coupon app.

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