Talk About Your Gross Profit
When First Look sat down to design the DVD packaging for their grotesque zombie-fest Day of the Dead, they decided to go with something that would grab the attention of shoppers in an over crowded marketplace.
What they came up with was (stop here if you’ve just had lunch) Lenticular cover art of a zombie vomiting body parts.
Sensing they might have a problem getting this past some retailers, they also designed a tamer box cover which you can see here (courtesy of Amazon).
So what happened when the DVDs were released on April 8? According to VideoBusiness.com consumers overwhelming preferred the gross box art. Their figures say that the puking zombie copies had a 40% sell through compared to only 10% of the tamer boxes.
“There was a lot of negativity, where people looked at the three-dimensional vomiting zombie and asked, ‘What, are you crazy?’” said Dean Wilson, First Look chief operating officer. “But the fact is that the horror market is saturated, and we needed to make a change. This sell-off was exciting for me, because we stood our ground and went with something outrageous.”
With the success of the gross packaging on Day of the Dead, one can only imagine what First Look will do next? Perhaps they’ll take a tip from those 4-D rides at the theme park and offer DVD packaging that actually vomits on you when you pick it up. I think I’ll be staying out of the horror aisle at Best Buy from now on.
0 opinions for Talk About Your Gross Profit
No one has left a comment yet. You know what this means, right? You could be first!
Have an opinion? Leave a comment: