Asda claimed it was the first retailer to put The Twilight Saga: New Moon limited edition double disk DVD on sale in its stores from midnight on Sunday.
In a survey, 68% of Asda customers said they would be prepared to shop at midnight, despite having to get up for work the next day, to be the first to get hold of the DVD. 19% of shoppers actually said they had planned to book the day off work to accommodate for their late night date with Edward Cullen.
Duncan Tate, DVD buyer at Asda, said: “We have pulled out all the stops to organise the only national midnight launch as we know our customers will want to be the first to get their teeth into a copy of the Twilight sequel.”
Martin Gough, senior product manager at E1 Entertainment, said: “We are absolutely delighted to be working with Asda on this The Twilight Saga: New Moon limited edition double disk DVD – die hard fans will be thrilled to get a piece of exclusive memorabilia.
“We know first hand the hysteria that the Twilight Saga phenomenon can cause and the midnight launch is a great chance for fans to get their hands on the DVD first.”
The launch of the first film, Twilight, saw the retailer attract over 80,000 sales in its first week and the supermarket predicts to quadruple this figure for the sequel.
Asda is also selling an exclusive sleeve on the double disk DVD, which is currently selling four times as fast as the regular double disk DVD via online pre-order. The exclusive sleeve is a real chance for fans to get hold of some exclusive Twilight: New Moon memorabilia.
Also from midnight, Asda sold The Twilight Saga: New Moon book for £2, which is the cheapest price the book has ever been and fans could also pick up a copy of fan DVD ‘Robsessed’ for £3. Asda is also encouraging its midnight New Moon shoppers to post their pictures on your.asda.com.
Source: Asda
