Redbox, Paramount Partner for 'Transformers' Theatrical Release

13 Jun, 2017 By: Erik Gruenwedel

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In a first, Redbox June 13 announced a marketing partnership with Paramount Pictures for the studio’s upcoming Transformers: The Last Knight theatrical release June 21.

The nation’s No. 1 rental service is marketing the movie with posters across more than 40,000 kiosks nationwide. Consumers renting the previous film in the franchise, Transformers: Age of Extinction, on DVD or Blu-ray Disc receive a $5 credit online when purchasing a ticket to see Last Knight.

Age of Extinction, which was released at retail in 2014, sold more than $63 million in combined DVD/Blu-ray Discs, according to The-Numbers.com. 

While Redbox partners with retailers and consumer products brands regularly, this is the first time it has partnered with the theatrical division of a studio to provide nationwide exposure for a box office title.

Redbox and Paramount Home Media Distribution in January announced a new distribution deal that affords consumers access to new-release discs day-and-date with their retail store availability.

Paramount has been the first major studio to forgo the 28-delay for new titles released to Redbox. The renewal came on the heels of Paramount comedy Daddy’s Home, starring Will Ferrell and Mark Wahlberg, being pegged as the kiosk vendor’s top packaged-media rental in 2016.

“This distribution agreement is a win for Redbox, Paramount and, most importantly, consumers,” Galen Smith, CEO of Redbox, said at the time.

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