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March 23, 2010

How to Push Blu-Ray Sales

Disney has been a supporter of the Blu-Ray format since it was first introduced. From the beginning, Disney announced its high definition format of choice would be Blu-Ray instead of the now-defunct HD-DVD.

Today, Toy Story and Toy Story 2 were released on Blu-Ray for the first time. Originally, I wasn't interested because I already own both films on DVD. If I entered the UPCs from the DVDs on the Disney Movie Rewards site, I got a $10 coupon for each film on Blu-Ray. Also, inside the Blu-Ray for each film is a code (it's the normal Disney Movie Rewards code) redeemable for up to $8.50 off a ticket to see Toy Story 3 when it releases in June.

Even the promotions above weren't enough to sway me to purchase these Blu-Rays. However, on Twitter I learned Target sweetened the deal. Target decided to sell each Blu-Ray for $22.99, but with the purchase of both Toy Story and Toy Story 2 Target took $10 off. Along with the $10 coupons from Disney, the math looks like this:

$22.99 each * 2 = $45.99 - $10 Target discount = $35.99 - $10 Toy Story discount coupon = $25.99 - $10 Toy Story 2 coupon = $15.99 for both Toy Story and Toy Story 2

But wait, there's more!

Since each Blu-Ray includes the mentioned code for a free movie ticket to Toy Story 3 worth $8.50, together they're worth $17. In my view, I just spent $15.99 to preorder two tickets for Toy Story 3 and got Toy Story and Toy Story 2 on Blu-Ray for free!

This is the latest and greatest in Disney Blu-Ray deals. The Princess and the Frog had a $10 coupon. In many places including Amazon Snow White and the Seven Dwarfs could be found for $10 total when it first came out.

I expect the Blu-Ray deals to continue, especially in the current economic climate. Between Disney's discounts and stores competing for sales. I may be buying more Blu-Ray discs than I ever intended.

Are you being swayed by Disney's home video discounts? Let me know in the comments or on Twitter (@scottinwdw).


  1. Alright, I've got the coupons printed out. I'll be heading to Target in the morning! I am usually skeptical of the emails I receive from Disney about these releases. It was comforting to see that someone else had down the detective work and determined that these were good deals.

  2. Yes, the Toy Story coupons are a good deal, and Target makes it even better. Hope your shopping trip goes well!

  3. So I stayed up late last night printing out the requisite coupons from Disney's site. I then traveled out to one of my local Target stores to take advantage of their discounted offering. However, once I arrived at Target I discovered that they were completely sold out of both Toy Story 1 and 2 on Blu-Ray.

    As I was leaving the store, I was considering whether there was anything I needed to pick up while I was there because I hated the thought of wasting a trip to Target by leaving empty handed. Not having anything in particular catch my eye, I left the store without making a purchase.

    Driving away from the store, I began to think how poor of a business move Target was making by not better predicting the demand for such a film sold at such a discount. Then, something struck me. What incentive does Target have to actually stock such a loss leader? Isn't the goal of listing this sort of product at a loss to bring people into the stores so that they may purchase other, more profitable products?

    After considering the opportunity costs involved in making a special trip to another Target store this afternoon, I decided against making another stop. In the end, I believe that it is in Target's best interest to list the product in their weekly ad at a price that would draw consumer in yet only offer a small number of units for sale. Then, they would have to honor their loss-leading price for only a few units while reaping the benefit of the increased customer flow for the remainder of the day (or week?).