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Promoting 'Into Darkness'

10 Sep, 2013 By: John Latchem

Walmart's 'Star Trek Into Darkness' Gift Set

In a move bound to annoy Trekkers everywhere, it seems most of the extras produced for Paramount’s new Star Trek Into Darkness home video release were available only as retailer exclusives, aside from the seven featurettes (totaling about 42 minutes) that come on the standard Blu-ray.

Target offered exclusive editions of both the 2D and 3D Blu-ray combo packs, with exclusive packaging and more than 30 minutes of exclusive production featurettes.

Similarly, Best Buy offered exclusive packaging on the regular Blu-ray combo pack, and also touted 30 minutes of exclusive bonus content. The Best Buy extras, however, had to be viewed via Best Buy’s CinemaNow digital streaming service. Best Buy also offered exclusive packaging on the Blu-ray of the original “Star Trek” TV series.

Walmart’s promotion included a gift set of the Star Trek Into Darkness Blu-ray in a steelbook case with a Hot Wheels miniature of the U.S.S. Vengeance. In addition, shoppers could get a two-pack of Star Trek Into Darkness and its 2009 predecessor (at the same price as the standalone Blu-ray of the new film), and the DVD included Vudu digital copies of both films.

Amazon.com offered a deluxe boxed set of the 3D version of Star Trek Into Darkness, packaged with a collectible phaser replica and display stand.

Fans looking for a commentary by director J.J. Abrams and the other filmmakers had to download the film from iTunes, offered in both standard-definition ($14.99 to buy, $3.99 to rent) and HD ($19.99 or $4.99). A free iTunes digital copy, including the commentary, is available with all Blu-ray purchases.

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About the Author: John Latchem

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