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The Rush for 'Guardians' Exclusives

22 Aug, 2017 By: John Latchem


Best Buy's 'Guardians of the Galaxy Vol. 2' 4K/3D Blu-ray Steelbook

Exclusives for Disney's Guardians of the Galaxy Vol. 2 seemed to be in great demand Aug. 22, particularly Steelbook editions of the Blu-ray at Best Buy.

The Steelbook edition was apparently sold out throughout several Southern California Best Buy locations before they even opened Tuesday morning, with customers arriving early to pick up a copy in person greeted by half-empty Guardians displays (though the Best Buy standalone Guardians displays were impressive, incorporating a social media photo op with lifesize cardboard cutouts of the team). A clerk at a Costa Mesa, Calif., store said all their copies of the Steelbooks were diverted to a large number of online preorders, and the Best Buy website indicated no copies available at any stores within hundreds of miles.

One of the reasons for the high demand for the Steelbook, particularly the 4K Ultra HD Blu-ray version, was that it was the only way for fans to get their hands on a 3D disc of the film, as Disney relegated the 3D edition to a Best Buy exclusive. While Disney has held back on releasing 3D versions of the studio's films in recent years, the choice to limit 3D availability of the "Guardians" sequel to a single-retailer premium exclusive was a particularly interesting one given how much the potential for 3D influenced the film's visual style, which only adds to the potential demand among fans for the 3D version, regardless of how niche the format may have become.

Based on information posted online by fans around the United States looking for the 4K/3D combo, stores in places like New Jersey and Tennessee had plenty of copies of the 3D exclusive on shelves, which points to some curious allocation decisions on the part of Best Buy as to how many copies were produced and where they were sent for the title's launch day. Even the Steelbook of the standard Blu-ray edition was sold out at most stores, which definitely points to the popularly of the collectible packaging as well.

Shoppers would have better luck finding the exclusives at Target and Walmart, though some problems were reported with those as well.

Target offered the Blu-ray and UHD Blu-ray with an exclusive digital "Meet the Ravagers" featurette redeemable through the Disney Movies Anywhere streaming service. However, several fans took to the Internet to complain that their exclusive codes either didn't work or were listed as having been no longer valid after erroring out. Such issues aren't altogether uncommon for new releases and are usually ironed out within a day or so of the title's release.

Walmart offered the Blu-ray version of the film with exclusive box art and two packs of Upper Deck Marvel trading cards.

Best Buy had a variety of exclusives with other new releases as well, such as Steelbook packaging with Warner's Supergirl: Season 2 and Lionsgate's Ash vs. Evil Dead: Season 2 Blu-rays, and lenticular packaging on Lionsgate's The Walking Dead: Season 7 Blu-ray.



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