Twilight pre-orders break Wal-Mart record

Mass merchant's midnight parties to include message from film talent

By Susanne Ault -- Video Business, 3/18/2009

MARCH 18 | Twilight is the most pre-ordered DVD in Wal-Mart history, according to the chain, as it releases further details about its Friday launch parties for the teen vampire flick.

The film’s cast has taped a fan greeting that will be broadcast exclusively through Wal-Mart’s in-store TV network during its midnight parties. This message, from unspecified film talent, was filmed on the set of Twilight’s sequel, New Moon.

More than 2,400 of Wal-Mart’s 24-hour stores will host bashes for Twilight, which streets from Summit Home Entertainment on March 21. Wal-Mart is exclusively selling the film’s single-disc version. Twilight’s two-disc special edition will be available widely at retail.

Also, Wal-Mart joins Hastings, Blockbuster and other retailers in rolling out blood drives at select outlets starting today. Donors will receive exclusive Twilight-themed gifts while supplies last.

The first 50 people in line for Wal-Mart’s parties will score an exclusive gift package filled with such goodies as a custom folder featuring star characters Bella and Edward, Twilight tattoos and materials for hosting at-home viewing parties.

“We know this is unlike any other DVD release in our history, and we want to deliver a memorable event and store experience for teens and adult fans everywhere,” said Greg Hall, VP of merchandising Wal-Mart Entertainment.