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Retailers Get Double-DVD Duty With <I>A Beautiful Mind</I>

27 Jun, 2002 By: Jessica Wolf

A Beautiful Mind's multiple-personality DVD – with two separate SKUs for widescreen and full-frame versions – seemed to create something of a merchandising dilemma for retailers as to which version would be more popular with shoppers. After all, it's not your standard “we-want-full-frame” family title.

A Southern California Best Buy carried a hefty selection of both versions of the double-disc special edition, stocked together on a large merchandiser display. Down the road at a Target store, A Beautiful Mind DVDs also were plentiful -– it and Black Hawk Down booting Harry Potter out of prime shelf positioning for the first week since Harry's release. But Target positioned pricing shelftalkers beneath copies of widescreen and full-frame Mind DVDs advertising the widescreen version as $2 cheaper.

Other locations – like Barnes & Noble, DVDExpress.com and Sam Goody – opted to carry the widescreen version only.

At a Wherehouse location last week, only widescreen versions could be found on the store's Beautiful Mind merchandiser or in new release racks, but according to a store clerk, the location did carry both versions at the same price.

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