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Buena Vista DVD Club Entices Theatrical Consumers

3 Apr, 2007 By: Erik Gruenwedel

Buena Vista Worldwide Home Entertainment has upped the ante on its consumer loyalty program by including for the first time theatrical patrons.

Beginning with current theatrical release Meet the Robinsons, registered members of the Disney Movie Rewards program (www.DisneyMovieRewards.com) who mail in ticket stubs of select Disney titles can earn additional points redeemable for merchandise and digital rewards.

Prizes include games, DVDs, tickets to Disney events, Disney-branded electronics, movie posters, books, magazines, collectibles, T-shirts and hats.

A separate “instant win game,” found on the rewards program home page, offers a chance to win one of 12,000 prizes, including behind-the-scenes tour at Walt Disney Animation Strudios, Walt Disney Classics Collection sculptures, branded movie projector, combo DVD/CD player with projection screen, and customized acoustic guitar.

Future Disney theatrical releases involved in the promotion include Pirates of the Caribbean: At World's End and Pixar's Ratatouille.

“We always strive for ways to innovate the home entertainment industry and add value for the loyal fan base who love our DVDs,” said Gabrielle Chamberlin, SVP of Marketing, North America, BVWHE. “[The rewards] program continues this tradition as it drives interest in our releases and rewards members with things like sneak peeks of upcoming movies and behind-the-scenes experiences.”

The BVWHE DVD club debuted last October with the release The Little Mermaid: Platinum Edition and followed by Disney/Pixar's Cars in November.

To date, more than 700,000 consumers have registered unique codes found inside select Disney and Blu-ray Disc releases.

Upcoming Disney Blu-ray releases featuring special codes include Pirates of the Caribbean: The Curse of the Black Pearl, Pirates of the Caribbean: Dead Man's Chest, and standard DVD releases Jump In, The Many Adventures of Winnie the Pooh: The Friendship Edition, Bridge to Terabitha and High School Musical: The Concert.

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