Summit Home Entertainment has positioned '
Knowing' and '
Push', its two new Blu-ray titles coming up on July 7, to support each other in sales. To do it, the studio is using cross-promotion and a rebate program: consumers who buy both titles can get $5 back by mail. Thus, Summit executives hope to improve the titles' chances of success in the tough economic environment.
All 'Knowing' TV spots will include messaging promoting Push, and vice versa. There is also a planned hybrid spot featuring both films equally.
Both films are action-oriented, but 'Knowing' was a much bigger box office draw than 'Push', and also appeals to a broader, older audience for home video.
“This is a way for us to get both of these titles more awareness,” said T.J. Moffett, senior VP of marketing for home entertainment at Summit. “This should motivate more people to get to the store overall. If it was just Push or Knowing, that is OK. But now that it's a couple of titles, you're getting more people going to retail.”
Summit has a history of novel approaches towards marketing and title positioning. Most recently, the Blu-ray edition of 'Twilight' was available initially at Best Buy and Target stores only.