Summit Home Entertainment, always looking for novel ways to market its titles, has now announced that the movie '
The Brothers Bloom' will be available on Blu-ray on September 29 for the rental channel exclusively. A sell-through release is expected for an unspecified date in 2010. No specifications for either release are available.
'The Brothers Bloom' is a romantic thriller about two con-artist brothers and the heiress they target. It stars Adrien Brody, Mark Ruffalo and Rachel Weisz, and it was written and directed by Rian Johnson (of '
Brick' fame),
According to Summit home entertainment president Steve Nickerson, this rental-only release is an extension of the limited theatrical campaign, and as a way to build awareness for the film prior to the sell-through campaign.
Other past innovative marketing initiatives by Summit include releasing the '
Twilight' BD exclusively to Target and Best Buy (see
our post of January 22), and releasing '
Knowing' and '
Push' concurrently and under cross-promotion campaigns (see
our post of June 16).