Last year, Twilight was the biggest-selling DVD in the US. Summit Entertainment has adopted a marketing strategy that has some DVD formats being sold exclusively on specific retail stores. For the release of New Moon, Summit is once again adopting a new strategy – they are planning to release a 2 -Disc version and Blu-ray to all retailers but there would be no Single Disc DVD to be released (to retailers).The single-DVD version of New Moon, which will include few bonus features, will be released to the rental channels.

“We are continuing to create products for retailers based on who the customers are,” said Steve Nickerson, Summit’s president of home entertainment. “But we are doing some different things. We aren’t having exclusive windows this year.”

“Because of the female-driven nature of the franchise, the amount of Blu-ray sales was less significant on Twilight than it was for other films of other genres,” Nickerson said. “And that will still be the case this year [for New Moon]. But Blu-ray has really grown in the last year. It’s big enough that all retailers want to be able to sell the product. Look at all the circulars, every title cover shot now shows the Blu-ray version.”

“This is what the fans are looking for,” Nickerson said. “The true fans of the franchise have already seen New Moon in theaters — maybe two or three times. We need to give them more than just the film on DVD.”

Like Twilight, New Moon will be released through midnight parties across the US.

“Last year we were dealing with somewhat of an unknown entity,” Nickerson said. “And now all the retailers have already gone through the success of Twilight. And they’ve wanted to work with us as far in advance as possible on New Moon. Even before its theatrical performance, we were already having extensive conversations with the retailers on the New MoonDVD/Blu-ray.”

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