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.