“Twilight” fans flocked to stores to pick up a copy of the “New Moon” DVD, with the title selling 4 million units over the weekend.
By comparison, the first installment of Summit Entertainment’s “Twilight” franchise sold 3.8 million units during its weekend bow. That film was 2009’s best-selling DVD, moving 9.2 million units.
Helping “New Moon” was Summit’s strategy of holding midnight launch events across the country at 7,000 retail outlets, as well as viewing parties, which drove up interest in the title. This was particularly the case among fans who could meet cast members at some of the locations. Releasing it over the weekend, rather than on the traditional Tuesday launch for DVDs, also likely helped drive up sales.
Retailers also had incentive to push the DVD. Walmart, in particular, had the exclusive on the “New Moon: Ultimate Fan Edition” DVD. The nation’s largest retailer also set up “Twilight Saga” pop-up shops within its stores to sell everything from jewelry to New Moon Nacho Doritos.
“Once again the incredibly dedicated fans of the ‘Twilight Saga’ came out in massive numbers this weekend for the opportunity to be one of the first to take home the second movie in the series,” Summit Entertainment’s co-chairmen Rob Friedman and Patrick Wachsberger said in a statement.
“New Moon” has earned $705 million at the worldwide B.O. since Nov. 20. “Eclipse,” the third installment in the series, unspools June 30.