by Chris Tribbey and John Latchem

The Lionsgate title recently had separate initiatives at Walmart, Target, Best Buy, Costco and iTunes.

When the theatrical hit The Hunger Games arrived on disc last month, Lionsgate went all out when it came to exclusives. Walmart, Target, Best Buy and Costco all got their own exclusive Blu-ray Disc offering, while Apple’s iTunes got its own digital exclusive in the form of an interactive viewing experience.

For retailers, exclusives often make a huge difference where a shopper ultimately buys that coveted disc. But who gets what, and why, often symbolizes the complicated relationship between studios, retailers and consumers, industry observers say.

“Different consumers like different things,” said T.J. Moffett, SVP of home entertainment marketing for Lionsgate. “Some are content focused, some are looking for that unique collectible. The special features can be tailored a little differently each time. These exclusives give consumers something special, and they get retailers excited, working with them to do something special, whether they’re brick-and-mortar or digital.”

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