'What I Am' at Walmart17 May, 2011 By: John Latchem
Walmart rolled out the latest movie in its exclusive distribution deal with Vivendi Entertainment, That’s What I Am, for $13 on DVD and $20 on Blu-ray.
The movie stars Ed Harris, Molly Parker, Amy Madigan, Chase Ellison, Alexander Walters and WWE superstar Randy Orton. It tells the story of a boy who does everything he can to fit in with his peers until his teacher pairs him up with the biggest outcast in school, hoping to impart lessons of tolerance and culpability.
Otherwise the new-release week of May 17 was rather slow in terms of retail promotions for new titles.
Best Buy offered a $5 savings with the joint purchase of the two new Sony Pictures Home Entertainment titles, The Roommate and The Mechanic, on DVD or Blu-ray.
Target presented the DVD and Blu-ray for both films at the same $17.99 price.
Several new TV DVD releases also bowed May 17, such as ESPN’s 30 for 30 Gift Set Vol. 2 and Universal’s The Bionic Woman: Season Two, Covert Affairs: Season One and Royal Pains: Season Two. But shoppers might not have known it considering neither Target nor Best Buy promoted them in their weekly ad circulars. Target printed a listing only for Covert Affairs: Season One.