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Two Blu-rays Get Theatrical Marketing Boost

13 Jun, 2012 By: John Latchem

Re-releasing classics on the big screen is nothing new, but the practice is being used increasingly to promote new home video releases of the titles in question.

Following in the footsteps of special engagements of The Wizard of Oz, West Side Story and Casablanca, the latest titles to get the big-screen treatment are Singin’ in the Rain and “Star Trek: The Next Generation,” with special showings arranged through Fathom Events.

With Warner Home Video releasing a 60th anniversary Blu-ray of Singin’ in the Rain July 17, the beloved musical returns to cinemas July 12 in nearly 475 theaters across America. The event features a pre-recorded presentation by Turner Classic Movies with an introduction by Robert Osborne, who will take audiences behind the scenes of the film, including an interview with star Debbie Reynolds.

Meanwhile, Paramount Home Media Distribution’s July 24 Blu-ray release of Star Trek: The Next Generation — Season One, from CBS Home Entertainment, gets a promotion in the form of July 23 screenings of the episodes “Where No One Has Gone Before” and “Datalore.” The show has been remastered in HD from its original source material, making the theatrical presentation possible. The show originally was composited on lower-quality videotape that wasn’t suitable for big-screen projection.

“Seeing the episodes in a theater setting is the perfect way to show off the pristine picture that high-definition allows and launch the first season on Blu-ray,” said Ken Ross, EVP and GM of CBS Home Entertainment.

In addition, the episodes will be introduced by restoration consultant and long-time “Trek” production team members Mike and Denise Okuda, and fans will get a glimpse of the new bonus material on the Blu-ray, including a look at the remastering process.

Both the Rain and “Trek” screenings start at 7 p.m. local time, while Rain offers a special 2 p.m. matinee at select theaters. More information about the exhibitions, including ticketing and participating theaters, can be found at FathomEvents.com.

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