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Fox: Blu-ray Accounts for 20% of ‘Percy’ Sales

12 Sep, 2010 By: Chris Tribbey

Eleven weeks after its home video release 20% of sales for Percy Jackson & the Olympians: The Lightning Thief have been of the Blu-ray Disc variety, according to 20th Century Fox Home Entertainment.

Fox says that’s twice the average for a family film on Blu-ray. The June 29 Blu-ray release included both a DVD and a digital copy.

“The success of Percy Jackson & the Olympians: The Lightning Thief is just one example of how our premium home entertainment business is growing considerably, as we continue to offer broader access to our titles through our Blu-ray combo packs,” said Mike Dunn, president of 20th Century Fox Home Entertainment. “This is ideal for families, as they can enjoy our movies on multiple platforms in the home, car and via digital copy on their smartphone — all with just one purchase.”

Fox reported that combined transactions for the film — DVD, Blu-ray and digital download — have passed 3.5 million in North America, making it the second-best-selling family live action title so far in 2010.

The film follows the unwitting teenage son of the Greek god Poseidon. After he's accused of stealing Zeus’ no-longer-mythical lightning bolt, he traverses the country in search of the real thief. Starring Rosario Dawson, Uma Thurman and Pierce Brosnan, the film pulled in nearly $89 million at the domestic box office.

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