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Best Buy Boosts Latino DVDs

By Angelique Flores | Posted: 07 Nov 2008

Best Buy has partnered with Xenon Pictures, in conjunction with Lionsgate, on a telenovela promotion for the holidays.

This is the latest move by the retail chain to enhance its Latino DVD sections and attract Latino customers.

From Nov. 30 (the Sunday after Thanksgiving) through Jan. 11 (the Sunday after El Día de Reyes), 289 Best Buy stores throughout the United States and Puerto Rico will offer a buy-one-get-one-free promotion.

The offer is for the following nine multidisc telenovelas: Amor Real, Corazón Salvaje, Dulce Desafio, Huracan, Mi Destino Eres Tu, El Premio Mayor, Tierra de Pasiones, Tres Mujeres and Acapulco, Cuerpo y Alma.

This selection of multidisc sets (each set includes two or three discs) is a mix of both older classic novelas as well as recently aired ones. They will be displayed in a corrugated merchandiser to highlight the special offer. Prices have not yet been announced.

“With the economy being so tight right now, we’re hoping it’ll help boost holiday sales,” said Kristi Alires, VP of sales and marketing for Xenon. “We also hope it will bring more exposure to our telenovelas.”

Xenon Pictures, which distributes Grupo Televisa’s Televisa Home Entertainment, has a vast catalog of telenovelas on DVD. This is the first time the studio is offering a promotion on any telenovelas, said Haydee Rios, national sales director for Xenon.

“This has definitely been a popular category when we have promoted it,” said Brian Lucas, spokesperson for Best Buy.

The retail chain has been increasing the presence of Hispanic titles in targeted areas, with a specific focus on telenovelas, according to Lucas.

“This is part of an overall effort to listen to our customers and help stores meet the needs of local communities,” he said. “Feedback from customers and employees was that this was the most underserved segment of Hispanic DVD in our stores. Hispanic customers are very important to us, and we know they love shopping our stores during the holidays. We are hoping this will help us meet the needs of these customers.”

During September (Hispanic Heritage Month), Best Buy ran an offer with HBO Latino product in key Hispanic markets.

But Best Buy’s efforts are going beyond short-term holiday promotions. The retail chain is organizing its Latino DVD sections into genres to make navigation easier, Lucas said. Separate “telenovela” and “budget Latin” sections are now in more than 200 stores.

“This is all about making the Hispanic customer feel more welcome in Best Buy stores and trying to foster a long-term relationship with the customers that we serve,” Lucas said.
Lucas said Best Buy will continue to partner with studios that carry Latino product to create more buzz for Latino DVDs and to create a positive shopping atmosphere for the Latino customers.


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