Lots of <i>Ice</i> Thanksgiving Weekend4 Dec, 2002 By: Joan Villa
Ice Age roared onto retail shelves over the Thanksgiving weekend, selling about 7 million units out of 15 million shipped to stores, according to 20th Century Fox Home Entertainment.
“On the biggest shopping day of the year, [Black] Friday after Thanksgiving, it made $25 million [in sales]," noted Steven Feldstein, SVP of marketing and communications. “That was nearly three times what was spent on movie tickets for Treasure Planet and Eight Crazy Nights, and about the same as the top two, Bond [Die Another Day] and Harry Potter [and the Chamber of Secrets].”
Sixty percent of the units shipped were the two-disc DVD priced at $29.98 SRP, Feldstein said.
However, both the discs and the VHS were deeply discounted in most retail locations, which “really rallied behind the title” with front-of-store displays and promotions, he added.
Fox had already planned advertising and cross-promotions to carry sales through Christmas, but Feldstein said the studio will now up its marketing budget to include additional flights of TV advertising for the film, which is a top contender for an Academy Award nomination as best animated feature. “We have high hopes for this throughout the holiday season, and we're certainly off to a great start,” he added. “It will be a terrific season for DVD and for the industry overall.”