Two Fox Titles To Get Rental First

Adam

By : Chris Tribbey | Posted: 30 Nov 2009
ctribbey@questex.com

Twentieth Century Fox Home Entertainment is the latest studio to acknowledge the resurgence of DVD rental, offering two titles for rent for a month before consumers can purchase them.

The comedies Adam (Jan. 5) and Cold Souls (Feb. 2) will be available only as rentals for four weeks before retailers such as Wal-Mart and Target have them on shelves. Both Summit Entertainment (The Brothers Bloom) and Paramount Home Entertainment (The Marc Pease Experience, Imagine That, Dance Flick and The Goods: Live Hard, Sell Hard) have taken a similar tact with smaller titles.

“We configure an optimal distribution model for each film that we release. For distinctive titles such as Adam and Cold Souls, we believe a designated rental window helps to expand consumer awareness and prolong exposure, which these titles deservingly need. This will in turn set them up for greater success for sellthrough,” said Simon Swart, EVP and GM of Fox Home Entertainment.

Adam stars Hugh Dancy (Confessions of a Shopaholic) as an autistic man in love with a teacher (Rose Byrne of “Damages”) and the DVD will include a commentary, an alternate ending, five deleted scenes, a selection of favorite scenes from the cast and crew, and Searchlight and Fox Movie Channel Presents featurettes.

Cold Souls has Paul Giamatti (Sideways) as himself in a fantasy comedy about the shady business of “soul-trafficking.” The DVD has a Soul Extractor slideshow and nine deleted scenes.