Retail Trek 'Into Darkness'21 May, 2013 By: John Latchem
The reality of the home entertainment market has made the synergy between theatrical and home video more pronounced than ever. Iron Man 3 caused a few eyebrows to raise when several retailers began taking preorders of the DVD and Blu-ray just as the film hit theaters.
The latest blockbuster subjected to this trend is Paramount’s Star Trek Into Darkness. The same weekend the film hit theaters, Amazon began offering several configurations for preorder, including an exclusive replica-phaser gift set of the 3D Blu-ray combo listed at $99.99 (discounted to $79.99).
Best Buy devoted a significant portion of its weekly ad circular and shelf space touting preorders for Star Trek Into Darkness. Shoppers who paid the $14.99 deposit on the Blu-ray or 3D combo packs were given $8 off the cost of a ticket purchased on Fandango.com, as well as instant access to exclusive content on CinemaNow.
Best Buy also offered $8 movie coupons for The Hangover Part III and Fast & Furious 6 with the purchase of previous Blu-rays in those franchises, among other select titles.
Walmart offered exclusive availability of the family film The Lost Medallion on DVD ($12.96) and Blu-ray ($14.96) from Bridgestone.