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<I>XXX</I> to Light Up New Year's Eve

3 Oct, 2002 By: Kurt Indvik


Action fans will get an adrenaline rush New Year's Eve day when Columbia TriStar Home Entertainment pumps its XXX Special Edition DVD into the market December 31.

The Revolution Studios' actioner starring Vin Diesel, has powdered the theatrical market for more than $140 million (for the week ended Sept. 29) and has opened #1 in every international territory so far, according to CTHE. The single-disc will come with a host of special features and will be available in both widescreen and full screen formats, with English and French 5.1 Dolby Digital audio and anamorphic video. The DVD has a suggested retail price of $27.96, and a pre-book date of Nov. 26. The VHS version is priced for rental and has a prebook date of December 10. The film is rated “PG-13.”

CTHE's Lexine Wong, EVP, worldwide marketing, noted that the company always selects a big title for the week after Christmas, and this year's timing of Dec. 31 landing on a traditional video release Tuesday made it a little bit more special. “We wanted to go out with a big, hot DVD, and XXX, we know, is going to be a huge event, one of our tentpole releases,” Wong said. “It's going to be a very exciting release to capitalize on the new DVD players sold during the holiday period.”

CTHE plans a “multimillion dollar” marketing campaign running from the beginning of December through January 2003 that is targeted to reach 96 percent of all U.S. households with a total of some 3 billion advertising impressions, according to the studio. The effort will include a broad spectrum of TV, radio and print advertising. Radio station promotions in the top 50 markets will key off of both the rock and urban music featured in the film (and dual CD soundtrack).

The studio is working on a number of cross-marketing promotions with various partners, to be announced soon, but will include Pontiac featuring the GTO (featured in the film). And executives said event marketing is also planned.

Also included will be a buy one, get one free offer inside all specially marked XXX DVDs, allowing consumers a chance to select a free DVD by mail from a list of CTHE's most popular martial arts titles with the purchase of another from the same list.

The XXX DVD will feature an extensive collection of bonus material including a variety of featurettes, a making-of documentary, director's commentary, multi-angle scene deconstructions, a music video of Gavin Rossdale's “Adrenaline,” information about the films special effects and more. Also included are DVD ROM features.


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