Fox Parties with Playboy for ‘Immortals’ Release7 Mar, 2012 By: Chris Tribbey
LOS ANGELES — Playboy founder Hugh Hefner and his Playboy Mansion always throw good parties. Throw in a sexy blockbuster film like Immortals, and you’ve got a bash for the ages.
As much fun as 20th Century Fox Home Entertainment’s March 6 event was, the studio could have held an Immortals Blu-ray Disc release party in some random back alley. Fox would have still enjoyed the same launch-day success it had with this entertaining epic.
“Fox is the greatest partner to deliver [Immortals] into homes,” said Craig Flores, executive producer of the film, which pulled in more than $217 million at the worldwide box office. “I mean, look at this release party. Nobody needs to tell Fox what to do when it comes to promotion, or how to get home entertainment into the home.”
After just 24 hours in the market, the Immortals Blu-ray was tracking to be the best-selling disc thus far in 2012, Fox representatives said. Approximately 50% of all first-day Immortals disc sales were of the high-def variety. That’s a far cry from a year ago, when new Blu-ray releases from the studio garnered less than 20% of the disc pie. It’s excellent news for Fox, which has been advertising Immortals as the first “must-own” Blu-ray of the year.
Fox released three disc versions of Immortals: DVD ($29.98), a Blu-ray combo with digital copy ($39.99), and a 3D Blu-ray combo with digital copy ($49.99). If action-adventure fans have 3D at home, there’s no question which version they should choose, Flores said.
“We had a huge [theatrical] release in 3D, so I think fans appreciate it that way,” he said. “People who have 3D in the home, all the more power [to them].”
Fox brought out plenty of talent for the event, though it was actor Bruce Boxleitner (Tron, Tron: Legacy) who extolled the virtues of 3D most succinctly.
“We’re expanding the way we tell stories now,” he said. “I know there’s a lot of speculation about what business [3D] will do, but I will tell you it’s spot on.” 3D receipts accounted for roughly two-thirds of the film’s opening weekend box office in November, according to BoxOfficeMojo.com.
On the Blu-ray versions, Fox includes more than an hour of bonus features, including an alternate opening, two alternate endings, a pair of behind-the-scenes featurettes, a graphic novel and deleted scenes.
For Immortals actor Corey Sevier (Apollo), the first choice on what to watch after the movie is an easy one.
“I’m probably going to look for deleted scenes,” he laughed. “Because I hope I’m going to show up in a few of those. The alternate ending, opening. It’s going to be exciting.”