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'Transformers' Takes Over Retail

30 Sep, 2014 By: John Latchem

Target's transforming 'Age of Extinction' packaging

The promotional blitz surrounding Paramount's Transformers: Age of Extinction hit retail Sept. 30, with exclusives tied to the Blu-ray release at all the major retailers.

Amazon.com bundled the Blu-ray combo pack (non-3D edition) with a statue of Optimus Prime riding the Dinobot Grimlock, priced at $79.99.

Target offered the Blu-ray combo pack in limited-edition packaging that transforms into a facsimile of Optimus Prime. Some Targets still had a preorder bundle for Age of Extinction that included a 40-inch cloth poster and a voucher for the robot packaging Blu-ray. Target also offered a $10 savings with the purchase of the Blu-ray concurrently with a select "Transformers" toy, and its Age of Extinction Blu-rays touted $6 coupons for future purchases of Paramount movies on DVD or Blu-ray.

Walmart offered a number of exclusives tied to Age of Extinction. One was an online exclusive Blu-ray combo pack in packaging designed to resemble Bumblebee’s head, offered at Walmart.com for $24.96. In addition, Walmart offered a preorder incentive that let fans order the head on its own or with a deluxe Transformers action figure in a $44.92 bundle, a savings of $15.

For its physical stores, Walmart had a deluxe boxed set of the Blu-ray combo pack with a metal magnet and three exclusive figurines. In addition, Walmart offered a boxed set of all four "Transformers" films for $39.96.

Best Buy offered Age of Extinction in exclusive steelbook packaging. Best Buy also had exclusive cover art for Fox's 24: Live Another Day, in the form of a o-card sleeve.

Toys "R" Us also had an Age of Extinction exclusive, packaging the Blu-ray with Optimus Prime and Galvatron Kre-O figures for $29.99.

Warner's first slate of Diamond Luxe premium catalog Blu-rays were exclusive to Best Buy on Sept. 30. The lineup includes Forrest Gump, The Green Mile, Natural Born Killers, Gremlins and Ben-Hur.

Target offered Gone With the Wind in Diamond Luxe-style packaging, at $18.99.

Walmart had exclusive availability of Shout! Factory's animated Thunder and the House of Magic on DVD and Blu-ray, as well as CBS's Walker Texas Ranger: The Reunion. For Universal's Team Hot Wheels: The Origin of Awesome, Walmart offered the DVD with a pack-on toy car for $14.96. For Universal's Monster High: Freaky Fusion, Walmart offered the DVD packed with a flashlight pen for $14.96.

Target ran a Monster High: Freaky Fusion cross-promotion offering $5 off when the DVD or Blu-ray was purchased with a tie-in doll.

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