Merchandising: Retailers Rock Out Over ‘Bohemian Rhapsody’

Target Bohemian Rhapsody booklet

The new-release week of Feb. 12 saw retailers go gaga over Bohemian Rhapsody on Blu-ray, with each of the big three offering an exclusive to entice fans of the Queen biopic.

Target offered a version of the Bohemian Rhapsody Blu-ray ($22.99) and 4K Ultra HD Blu-ray ($27.99) with an exclusive 24-page gallery book featuring a look at the music, fashion and making of the film.

Best Buy Bohemian Rhapsody Steelbook

Target also offered a free $5 gift card with the purchase of the movie and soundtrack CD ($11.99) together.

Best Buy had the 4K Ultra HD Blu-ray Disc of Bohemian Rhapsody with exclusive Steelbook packaging.

Walmart Bohemian Rhapsody gift set with shirt

Walmart offered a $24.96 Bohemian Rhapsody “Ultimate Fan Gift Set” that included the Blu-ray combo pack and an official Queen T-shirt.

Walmart also had an exclusive Blu-ray version of Lionsgate’s animated sequel Norm of the North: Keys to the Kingdom at $14.96.

Target ran a “buy two, get one free” promotion on select movies, books, games and video games. The offer excluded new-release and pre-order movies, 3DS and select Nintendo Switch titles.

Best Buy touted Disney hits for under $20, as well as Steelbook preorders for Warner’s A Star Is Born ($34.99 4K UHD BD, $29.99 Blu-ray) and Creed II ($34.99 4K UHD BD), and Disney’s Feb. 26 release of 2011’s Captain America: The First Avenger as a 4K UHD Blu-ray Steelbook.

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