Vid sales ‘Bourne’ again

'Supremacy' ads fashion rebirth

HOLLYWOOD — The marketing for “The Bourne Supremacy” led to more than $4 million in additional spending by consumers on the DVD of “The Bourne Identity.” Outlays for the first Matt Damon starrer came a week before “Supremacy” reigned supreme at the box office with a take of $52.5 million.

U re-released an “Explosive Extended Edition” of the title on July 13 with bookended opening and closing scenes that were shot as a safety net but not used.

The studio reports that more than half of the initial 400,000 copies of “Identity” shipped to retail during its first week in stores were purchased by consumers for $20-$25 each during the first week in stores and prior to Friday’s opening of “Supremacy.”

Another 100,000 copies have been shipped.

“Identity” was already the top-renting title of 2003 with $79.2 million (now $81 million) and was Universal’s second biggest DVD release of 2003.

Spending on the rental and purchase of the DVD and VHS has brought in $171 million, according to research by Variety sister publication DVD Exclusive.

(Jennifer Netherby is a reporter for Daily Variety sister publication DVD Exclusive.)

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