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Target to Up Target Ticket Promotion at Stores, Online

26 Feb, 2014 By: Erik Gruenwedel

National retailer says 'The Hunger Games: Catching Fire' will be its biggest packaged-media release of the year

Target Corp. plans to increase marketing of its nascent Target Ticket digital sellthrough platform at both the store level and online.

Target Ticket, launched Oct. 1, 2013, features new-release movies from all the major studios, many with UltraViolet functionality.

Speaking Feb. 26 during Target’s fiscal call, Kathy Tesija, EVP of merchandising, said management remained pleased with initial consumer response to Target Ticket, which includes 10 free high-definition movie downloads to first-time users creating an account.

Tesija said Target will continue to invest in user features to the platform in response to “changing needs and behaviors” of consumers inside and outside of their home. She didn’t elaborate what some of those features might be.

“In 2014, we will coordinate our promotions across channels to provide video offers across our stores, Target.com and Target Ticket,” Tesija said.

Separately, the executive said Lionsgate’s second film of "The Hunger Games" franchise, Catching Fire, would likely be Target’s biggest Blu-ray Disc and DVD retail launch of the year on its March 7 release date. As expected, Target will have exclusive additions to the packaged-media releases, including 45 minutes of exclusive content, cast interviews and behind-the-scenes footage for the Blu-ray edition.

Notably, Lionsgate is not making Catching Fire available early on digital platforms, despite the trend among most studios and impact on sales.

About the Author: Erik Gruenwedel

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