Walt Disney Home Entertainment continues its endemic
struggles with the promotion of the studio’s new theatrical releases making the
transition from their theatrical runs to the home entertainment market place.
You would think, after shelling out $4 billion for Marvel
Studios at the end of 2009, that there would be a chiseled-in-granite directive
to the home entertainment PR slackers: “If it is a Marvel Studios production,
make it special.”
The latest ho-hum stab at what passes for publicity and
promotion at Disney these days came this past week with the “and, oh, by the
way, Ant-Man
will be available on Dec. 8” announcement.
When a film pulls in $178.6 million in ticket sales in the
domestic market — and over $400 million worldwide — that’s blockbuster status. That deserves more than a “by the way”
effort.
For the record, the ARR for this December release date works
out to 144 days.
There is a certain irony in selecting prime Christmas
holiday-selling season chunk of real estate as the street date for Ant-Man. It is also the same day that Universal
Studios Home Entertainment has tabbed for the arrival of Minions … and they’ve
been out hustling that film franchise for several weeks now. Lessons could be learned!
Planned are three SKUs.
There will be a stand-alone DVD edition and two Blu-ray selections — one
with and one without a 3D viewing option (the premium is seven bucks).
As to bonus features, there is a deleted scene common to all
three SKUs. Exclusive to the Blu-ray buying
options are commentary from director Peyton Reed (The Break-Up, Bring it On, Yes
Man, etc.), who is joined the film’s star, Paul Rudd, a gag reel and
three production featurettes — “Making of an Ant-Sized Heist,” “Let's Go to the
Macroverse” and “WHIH NewsFront.”
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