Stripping Bare at Walmart7 May, 2013 By: John Latchem
One of Walmart’s go-to exclusives of late has been to strip a new-release DVD or Blu-ray of any extras and offer it to consumers at a discount from the widely released editions. May 7 Walmart employed the strategy for both Paramount’s Jack Reacher, offering a bare-bones DVD edition (though it did include a Vudu digital copy), and Fox’s Safe Haven, offering not only a vanilla DVD but also an extras-free Blu-ray.
Target went the opposite direction for both titles. For Safe Haven, Target offered an additional 70 minutes of bonus content with the Blu-ray, and offered a $5 savings when the movie was purchased at the same time as the original novel (offered at $11.99). For Jack Reacher, Target packaged the Blu-ray with an exclusive novella of “Reacher” adventure The Second Son. Target also had all “Reacher” books for sale.
Walmart was not without its add-ons on certain titles. For Warner’s Superman Unbound, Walmart had an exclusive two-DVD special edition not yet available elsewhere (it streets June 18). And for the indie faith-based DVD release of Deep in the Heart, Walmart offered a bonus CD soundtrack.
Best Buy offered the Superman Unbound Blu-ray with a Brainiac figurine, and promoted an exclusive 20-minute Jack Reacher strunt-driving featurette available via streaming through its CinemaNow service.