Merchandising: ‘Top Gun: Maverick’ Mostly Eschews Exclusives
November 2, 2022
Paramount’s big release of Top Gun: Maverick on 4K Ultra HD Blu-ray arrived Nov. 1. Rather than dole out exclusive editions to competing retailers, the studio instead offered a Steelbook edition as a non-exclusive limited-edition.
Steelbooks are typically a Best Buy exclusive, but a number of recent titles have embraced the collectible packaging format for wider distribution.
The Top Gun: Maverick Steelbook, offered at $34.99 at Best Buy, Target and Amazon, and $34.96 at Walmart, is the only combo pack disc release of the film, containing both 4K and regular Blu-ray Discs. The wide-release DVD, Blu-ray and 4K editions are all standalone single discs, with the Blu-ray and 4K coming with a digital copy.
Of course, the Steelbook combo pack was sold out at many locations.
There was an exclusive edition of the Steelbook at Walmart, where it came with special cover art in the form of a lenticular magnet.
Another 4K Steelbook released during the week as a non-exclusive was Sony Pictures’ 1997 sci-fi film Starship Troopers.
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Among some of the promotional news for the week, Target used its weekly ad to tout a slew of early Black Friday deals active during the week, but none applied to home video.
In another not-so-good sign for the future of packaged media at retail, some Targets in Orange County have swapped out their front-of-store cash register endcap DVD displays with books.