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<I>Once Upon a Time</I> on DVD; Retailers Take Advantage of Tie-Ins

26 Jan, 2004 By: Jessica Wolf


Last week's arrival to DVD shelves of Robert Rodriguez's Once Upon a Time in Mexico, the third film in the director's acclaimed “El Mariachi” series, offered a fairy tale of merchandising opportunities.

A Costa Mesa, Calif., Best Buy location went all out to support the title with two store displays, both of which were depleted and in the process of being restocked early Tuesday afternoon last week.

“People have really been after this one today,” a clerk commented as he swiftly refurbished the store's Mexico DVD supply.

Near the DVD new-release section of the store, a freestanding merchandiser loaded with Mexico DVDs was parked behind a folding table that offered a wide variety of tie-in titles. The store had a specially packaged two-pack of the previous two films in the trilogy -- El Mariachi and Desperado -- for $15.99, and another specially designed double-set including Mexico and Desperado for $29.99.

Several afternoon shoppers on street date took advantage of the offer to pick up the whole trilogy. The store also offered a “2 for $25” bargain on the purchase of Mexico and the El Mariachi/Desperado set.

Also stocked were plenty of DVD copies of Johnny Depp favorites like Pirates of the Caribbean, Edward Scissorhands, Fear and Loathing in Las Vegas, Sleepy Hollow, The Ninth Gate and Don Juan de Marco.

At a nearby Wal-Mart, where DVD shoppers are always on the lookout for a bargain, the store strategically positioned a large selection of Once Upon a Time in Mexico DVDs at the entrance of the video section. This display was flanked by hanging plastic dispensers holding DVD copies of El Mariachi and Desperado, priced at an impulse-inspiring $14.44.

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