Putting Twilight to the test

Usually Walmart is the retailer promoting the midnight release of some hot Hollywood title, but early next month Target is taking a run at the new release strategy with the release of The Twilight Saga: Breaking Dawn – Part 1.

The Twilight series has been a huge hit since it was first introduced, and presumably there will be strong demand for the new release on DVD and Blu-ray. However, to sweeten the offer for hardcore fans, Target will show an exclusive, world premier scene from the fifth and final film in the Twilight franchise. And if that weren’t enough, the exclusive offer includes an authentic prop flower from the movie’s wedding scene beautifully encased in an acrylic keepsake.

“We’re making Target the Twilight Saga destination this February,” said John Butcher, VP entertainment at Target. “By extending our store hours, fans will not only get their hands on the exclusive merchandise first, but they’ll also get an exciting sneak peek of the final film.”

Walmart has been known to employ the midnight release strategy with a variety of entertainment properties and it works for them because most of its stores are open 24 hours. Target’s stores aren’t, so that means about 500 stores will be staying open a few extra hours and incurring some additional labor and other operating costs. Tickets for the DVD or Blu-ray will be distributed in the guest services starting at 9 p.m. and then the special movie preview will take place at 11 p.m. Then at midnight the DVD or Blu-ray is available for purchase, and at 1 a.m. the nearly 500 stores involved in the campaign will close.