Sony and Best Buy to Offer free 'Hellboy' promo DVD

Another day, another new twist on new release marketing. While free promo DVDs are nothing new, in the past they usually just contained the film's trailer and looked like cheap throw-away promos. Sony has upped the ante, including materials like behind the scenes footage and other features normally reserved for the DVD release. Sony also threw in other trailers (including Spiderman II) and packaged it in an Amaray-style DVD case, making a promotional item attractive enough for DVD hoarders to display with the rest of their collection.

With a run of 500,000 discs, Sony probably spent .68 - .75 cents per disc, making this quite an effective promotion when compared to expensive prime-time advertising.

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Hollywoodreporter.com