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The Matrix Revolutions' In-Store Marketing Was No Revolution

10 Apr, 2004 By: Brendan Howard


Marketing last week for The Matrix Revolutions DVD at Costa Mesa, Calif., retail-chain locations was no revolution. The big in-store pushes of earlier “Matrix” releases to tie into DVD, music and video game releases were nowhere to be found.

Best Buy fliers in the Sunday newspapers advertised a Midnight sale and “pre-release festivities” at a Best Buy in West Los Angeles as well as an all-store “2 for $25” deal on Revolutions and either The Matrix or The Matrix Reloaded, but in-store marketing was nothing out of the ordinary for a big title. Revolutions was displayed with Matrix, Reloaded and The Animatrix in a Revolutions merchandiser, but the Revolutions soundtrack and the Enter the Matrix PlayStation 2 game (advertised in the Sunday flier) weren't prominently displayed in the DVD section. As advertised, some of the Revolutions DVDs also had small CD-ROMs — with actor bios, screensavers, etc. — packaged with them.

That's not to say that Revolutions didn't appear to be selling well. The large title-specific merchandiser was already about one-third empty by Wednesday afternoon, just a day after street date.

A Costa Mesa Target gave equal play to Revolutions and another new release, the Steve Martin family comedy Cheaper by the Dozen, in racks at the front of the store. The Matrix and Reloaded were $10 each in prominent racks in the DVD section, along with Revolutions.

A Wal-Mart in Costa Mesa didn't give any play to Revolutions outside of the DVD section. It and Cheaper by the Dozen were the two newest releases in racks at the front of the DVD section. Little special attention was paid to The Matrix, Reloaded or The Animatrix.

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