Walmart to ‘Break Dawn’ Midnight Feb. 1030 Jan, 2012 By: Erik Gruenwedel
Walmart Jan. 30 said it would release The Twilight Saga: Breaking Dawn — Part 1 with exclusive features on DVD and Blu-ray Disc in a special midnight opening Feb. 10 at more than 2,700 stores nationwide.
With Walmart representing about 40% of all DVD and Blu-ray sellthrough, the retailer rolling out the red carpet for the next-to-last installment in the popular teen vampire franchise bodes well for the bottom line at Summit Home Entertainment, including new owner Lionsgate.
Indeed, the "Twilight" franchise has generated about $1.5 billion in revenue from both theatrical and home entertainment. The first title, The Twilight Saga, generated $194 million in home entertainment revenue, according to reports.
The Breaking Dawn — Part 1 DVD will retail for $22.96 and the Blu-ray for $26.96. Special features exclusive to Walmart include Bella's Wedding Special Edition, featuring collectible wedding dress packaging, a fabric poster of Bella and Edward's big day, and music videos from Bruno Mars and Christina Perri.
Other "Twilight" merchandise include The Twilight Saga: Breaking Dawn — Part 1 National Edition (DVD $19.96, Blu-ray $22.96); The Twilight Saga: Breaking Dawn soundtrack (CD $11.88); The Twilight Saga: Breaking Dawn Dance Poster ($5.00); and books from the "Twilight" series, including Twilight, New Moon, Eclipse and Breaking Dawn, at $7.64 each.
Beginning at 11 p.m. the Bentonville, Ark.-based retail behemoth will bow in-store "Twilight" parties featuring giveaways, movie trivia and a bakery stocked with Twilight-themed treats, such as cupcakes and cakes. Store visitors also can catch a cameo appearance from Rosalie Cullen (Nikki Reed) on the Walmart’'s in-store television network while waiting for the midnight unveil.
"We're excited to give the millions of 'Twilight' fans a place to unite, celebrate and receive exclusive Breaking Dawn collectibles at a great price,” said Seong Ohm, SVP and GM of entertainment for Walmart U.S.
Additionally, Target will hold midnight "Twilight" events at nearly 500 of its stores Feb. 10, with a first look at Breaking Dawn — Part 2 to screen at stores at 11 p.m.