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Disney Records 5 Million First-Day 'Pirates' DVD Sales

6 Dec, 2006 By: Thomas K. Arnold

The DVD industry received a healthy shot in the arm with reports that Pirates of the Caribbean: Dead Man's Chest sold nearly 5 million DVDs its first day in stores.

That puts the film, released Dec. 5, on track to be the No. 1 live-action DVD release ever, topping the original Pirates of the Caribbean: The Curse of the Black Pearl, which was released in December 2003 and sold 11 million videos its first week in stores, 90% of them DVD.

“This franchise is a genuine treasure for us and we are ecstatic that the momentum generated at theatrical has continued with the DVD release,” said Bob Chapek, president of Buena Vista Worldwide Home Entertainment. “It is our commitment to fans of Disney movies to do everything possible to keep their favorite DVDs in stock throughout the holiday season.”

The first “Pirates” ultimately sold 18 million units; industry sources say Disney shipped 20 million DVDs of the sequel.

With domestic box office earnings of $422 million, the sequel is the biggest movie of the year and the sixth-biggest in history. Its late-in-the-season release — "event" DVD releases typically hit stores before Thanksgiving — prompted retailers to aggressively court impulse buyers with midnight sales, free gifts with purchase and, in the case of Best Buy, exclusive content.

Dead Man's Chest was released as a single-disc set and a two-disc special edition with behind-the-scenes footage.The Dead Man's Chest DVD at Best Buy comes with a bonus DVD that includes a photo gallery of scenes from the film, a documentary on the franchise's international success and additional behind-the-scenes footage from the making of the movie, none of which is available anywhere else.

Consumers who bought the DVD also got the chance to pick up a Captain Jack Sparrow bobble-head for $9.99.

Target offers an “exclusive, collectible light-up pin.” Circuit City has a DVD game based on the movie.

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