Fox: ‘Rio’ Passes 2.5 Million Units8 Aug, 2011 By: Chris Tribbey
Calling it the best-selling August family title in home video history, 20th Century Fox Home Entertainment reported selling more than 2.5 million units of the animated hit Rio, with 40% of those Blu-ray Disc combo packs and premium DVD SKUs.
The studio expects Rio to be its top home entertainment title for 2011.
“The film’s appeal is infectious,” said Mary Daily, EVP of North America marketing for 20th Century Fox Home Entertainment. “Rio’s wonderful, original mix of vivid characters, colorful backdrops and energizing music proved a powerful draw for families at the box office, earning nearly $500 million worldwide, and now it is flying off store shelves.”
Fox has gone all out marketing the title, with displays in supermarkets nationwide, tie-ins with Little Debbie and Capri Sun products and Applebee’s restaurants, as well as plane advertisements and beach balls at more than two-dozen beach markets.
Owners of the Blu-ray have access to 15 new levels of the Rio-themed version of Angry Birds, and an application that allows users to color their favorite characters on Apple and Android products and print or share them online.
“Rio’s incredible color and sound plays to Blu-ray’s primary value proposition —replicating the theatrical experience in the home,’’ Daily said.