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Sony Goes Green With ‘Blart’

23 Mar, 2009 By: Erik Gruenwedel

Paul Blart: Mall Cop

Sony Pictures Home Entertainment May 19 streets the $141 million box office comedy Paul Blart: Mall Cop in eco-friendly packaging for the $28.96 DVD release. The title, starring Kevin James (“The King of Queens”), is also available on Blu-ray ($39.95) and UMD ($24.95).

The DVD packaging, already in use by studios such as Lionsgate and Fox, uses 20% less plastic and reduces the case’s carbon footprint 20%, according to SPHE. The title is Sony's first to feature an ultra-light DVD case earmarked for all newly manufactured single-disc DVD releases this year. The studio said the case would contribute to the elimination of an estimated two million pounds of annual carbon emissions in North America by the end of the year.

While the Blart case features actual cut-outs in the plastic, future releases would include cases made out of thinner polypropylene plastic, shrink-wrap and elimination of the paper “O-ring” sleeve.

Not wrapping titles with an “O-ring” would save about 85 tons, or 2,200 trees annually, according to Lexine Wong, senior EVP of worldwide marketing for SPHE.

“It made a lot of sense for us to go out with a really big tent pole release and put a stake into the [environmental] ground,” Wong said.

Wong agreed consumers might be preoccupied with the costs of products, but reiterated that green initiatives by Sony and other studios would not increase retail pricing and instead enforced a positive message.

She said there are ongoing efforts to reduce the carbon footprint on future Blu-ray releases to coincide with the reduction of about 20% of the corrugated material used in retail displays.

“That has resulted in savings of more than 6.7 million square feet, which impacts two of our biggest retailers,” Wong said.

The next green SPHE release is The International later this summer.

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