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'Button' Up: Pitt Starrer Is Top Seller, Renter

13 May, 2009 By: Thomas K. Arnold

The Curious Case of Benjamin Button

Paramount Home Entertainment ruled the video charts the week ending May 10 as the studio’s The Curious Case of Benjamin Button topped both the national sales and rental charts its first week in stores.
The acclaimed Brad Pitt starrer, based on the F. Scott Fitzgerald story about a man who ages in reverse, was an easy victor on the Nielsen VideoScan First Alert sales chart. Second-ranked Last Chance Harvey, from Anchor Bay Entertainment, sold only about 27% as many discs as Benjamin Button.
The previous week’s top seller, 20th Century Fox’s Bride Wars, slipped to No. 3.
Home Media Magazine’s weekly rental chart also proved an easy victory for Benjamin Button, with the $127.5 million-grossing drama bumping Bride Wars to No. 2. Bride Wars generated just 35% as much rental action as Benjamin.
Last Chance Harvey, a romantic drama with Dustin Hoffman and Emma Thompson that earned just under $15 million in theaters, debuted at No. 4 on the rental chart, right behind Paramount/DreamWorks’ Hotel for Dogs.
On the Nielsen VideoScan Blu-ray Disc chart, Benjamin Button also scored an impressive victory, outselling second-ranked Twilight, from Summit, by a margin of nearly 4-to-1. Last Chance Harvey debuted at No. 10, generating just 4% of its total sales from Blu-ray, compared to 14% for Benjamin Button.


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