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A 'Twilight' and a 'Tramp'

7 Feb, 2012 By: John Latchem

Walmart's 'Lady and the Tramp' with dish set

Ordinarily, Disney’s Blu-ray re-release of Lady and the Tramp would have attracted the vast majority of retail attention its first week out.

Indeed, Target offered an $8 discount with purchase of the new Blu-ray and one of several previous Disney Blu-rays. Best Buy offered a Lady plush, as well as a $5 discount if customers turned in an old Disney DVD. And Walmart offered the Blu-ray packaged with a dinner bowl, fork and spoon.

Then there’s the release of The Twilight Saga: Breaking Dawn —Part 1 on disc.

Target went the most all-out with its in-store displays and advertising. The chain’s weekly ad circular included a four-page insert of “Twilight” merchandise, including tie-in books, CDs, T-shirts, jewelry, cellphone accessories and more. Target also promoted a contest to stay at the island resort featured in the film, at www.IsleEsmeSweepstakes.com.

Target has a special limited-edition two-DVD set that includes prop flowers from the film’s wedding scene, and endcap displays in the electronics department displayed most of the tie-in products as video screens played invitations from the cast to attend Target’s midnight sale to see a preview of Breaking Dawn — Part II.

Best Buy’s “Twilight” exclusives include a Valentine’s Day sleeve for the new DVD and a steelbook case for the Blu-ray.

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About the Author: John Latchem

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