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A Path to Retail 'Oblivion'

6 Aug, 2013 By: John Latchem

Target's 'Oblivion' Cover

The latest new release causing retailers to line up their own exclusive editions is Universal’s sci-fi thriller Oblivion.

Best Buy offered an exclusive Blu-ray combo pack edition with an additional 30 minutes of behind-the-scenes extras.

Walmart offered the Oblivion Blu-ray with special metallic packaging (dubbed “metalpak”).

Target also offered special packaging for Oblivion, in the form of a slipcover with 3D lenticular artwork.

Aside from Oblivion, Target offered an exclusive Pitch Perfect “Aca-Awesome” limited-edition DVD gift set that included a cup, sunglasses, pens and a glitz pencil.

Among other promotions, copies of Oblivion at several stores were labeled with a discount offer to save $8 off the purchase of the Riddick Collection three-pack, re-released to promote the upcoming movie Riddick. Likewise, the Riddick Collection touted a discount for Oblivion, $5 off at Target and $8 off at Walmart.

Best Buy and Target also touted catalog titles with coupons for upcoming films.

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