Merchandising: The Battle for ‘Midway’ Exclusives

Target and Best Buy each offered an exclusive Steelbook edition of Lionsgate’s Midway Blu-ray release Feb. 18.

Best Buy, for which the Steelbook edition is the most typical exclusive, had the 4K Ultra HD Blu-ray version of Midway at $29.99.

Best Buy’s ‘Midway’ 4K Ultra HD Steelbook

Target’s Steelbook was for the regular Blu-ray edition of the war film, offered at $24.99.

Target’s ‘Midway’ Blu-ray Steelbook

Walmart also had an exclusive for Midway, though it was more low key, pairing the 4K Ultra HD Blu-ray combo pack at $24.96 with a special bonus digital copy of another World War II film, Emperor, redeemable through Vudu.

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For another WWII film released during the week, the news wasn’t so much about retailer promotions as it was which stores were even carrying it. The Oscar-winning Jojo Rabbit, from 20th Century Fox, wasn’t even stocked in a few Walmarts. And Target wasn’t offering the 4K Ultra HD version in stores. Copies of the film in all formats were still available on the chains’ websites.

Among other notable deals for the week, Target offered 20% off select Disney movies.

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