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Retail Covers 'Captain America'

9 Sep, 2014 By: John Latchem

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The Sept 9 retail release of Marvel’s Captain America: The Winter Soldier, distributed by Walt Disney Studios Home Entertainment, was accompanied by a few retailers offering exclusive covers for the hit action title.

Walmart went all out with five variable character-based covers for the 3D Blu-ray combo pack. Consumers could choose from box art containing Captain America, Black Widow, Winter Soldier, Falcon or Nick Fury.

Best Buy offered the 3D Blu-ray of Captain America: The Winter Soldier with exclusive steelbook packaging.

Apple's iTunes offered the movie with an exclusive four-minute featurette about the film's elevator fight. This is available not only to people who buy the film at iTunes, but also those who redeem their Disney Movies Anywhere digital copy code included with the disc.

Target promoted an exclusive six-minute behind-the-scenes featurette with the 3D Blu-ray, redeemable through its Target Ticket digital streaming service. However, the site wasn’t configured to redeem the digital copy code for the version of the film with the extras, leaving many consumers frustrated and complaining on message boards that the content they wanted wasn’t available on the release date (Sept. 9). TargetTicket.com did credit some accounts that already burned the code on the non-extras version to let them directly buy the correct version of the digital copy containing the exclusive featurette, or added the extras to those who already redeemed the code. The redemption problems were resolved by the next day when Target made the extras version the only one available at TargetTicket.com.

Target also offered exclusive bonus content with discs of the fifth season of “The Vampire Diaries” and the first season of Sony Pictures’ “The Goldbergs.”

Target has also been promoting Target Ticket with stickers on select Blu-ray and DVD packages offering a $5 credit with a new digital purchase at the site.

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