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'Despicable' Promotions

10 Dec, 2013 By: John Latchem

Target's 'Despicable Me 2' Digibook

The biggest title released Dec. 10, Universal’s Despicable Me 2, dominated retail attention almost to the exclusion of all the other new releases. Universal’s Fast & Furious 6 did get a fair share of promotional focus, but it was minor compared to the animated hit.

Best Buy offered a free Minion lunchbox with the purchase of any version of DM2, while offering FF6 with an exclusive steelbook cover (an alternative to the widely available steelbook Blu-ray). Best Buy’s edition came with $5 CinemaNow credit toward any other “Fast & Furious” film. Shoppers could get all six films with steelbook covers for $69.99.

Target offered DM2 with two exclusive Blu-ray editions. One came with a bonus disc and digibook packaging with an Anti-Villain League book, while the other just had the bonus disc, which includes 40 minutes of fun, including featurettes and cast interviews. Target’s FF6 steelbook came with the film’s soundtrack.

Walmart offered a DM2 gift set with minion toys, and a FF6 steelbook with extras that could be watched via its Vudu streaming service.

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