He's Just Not That Into You
By : Erik Gruenwedel | Posted: 25 Jan 2010
In an effort to bring attention to new release romance and chick-flick DVD movies for Valentine’s Day, Target Stores has assembled assorted discounted titles from Warner Home Video, 20th Century Fox Home Entertainment and Universal Studios Home Entertainment and merchandised them in a special color-coded section of the store together with candy, chocolate, greeting cards and related product.
Movies, priced from $7.50, include August Rush, I Love You Beth Cooper, He’s Just Not That Into You, You’ve Got Mail, The Sisterhood of the Traveling Pants 2, What Happens in Vegas and My Life in Ruins, among others.
While standalone point-of-purchase displays of new release and catalog DVD and Blu-ray Disc titles located throughout a retail store are not new, this is first time a national chain has marketed DVD titles with other product targeting a specific holiday.
Indeed, Wal-Mart maintains a section devoted to romance movies in its DVD/Blu-ray section, away from its Valentine’s Day aisles located across the store.
Target spokesperson Jana O’Leary said the Valentine’s Day aisles are arranged to attract families and couples looking to find appropriate gifts in one location for the traditional Feb. 14 holiday.
“We’re trying to provide a one-stop shopping Valentine’s Day destination,” O’Leary said. “People are trying to stretch their dollars and obviously watching a film at home can be one way to make the most of their budget.”
She said that depending on the success of the Valentine’s Day aisles, Target would consider merchandising DVDs around other products in the store for special occasions.
“We’ll pay attention to see how successful this program is and move forward accordingly,” O’Leary said.