Promo push moves 'Rio' dvds

A concert featuring Sergio Mendes, professional music producer for Rio, assisted promote the feature characters debut on homevideo. A concert featuring Sergio Mendes, professional music producer for Rio, assisted promote the feature characters debut on homevideo. Overall homevideo sales might be decreasing, but that is not always true to see relatives fare, with Fox's "Rio" flying from the shelves throughout its first week on DVD and Blu-ray.The toon offered a lot more than 2.5 million models in the first six days, breaking records being the very best family title for August, besting Disney's "Hannah Montana: The Film.Inch Around 40% of "Rio's" sales were produced from greater-listed dvds, like Blu-ray and double-DVD combo packs, which assisted boost the quantity of revenue starting Fox's coffers.The recognition of "Rio" at retail reflects the ongoing strong interest in family-friendly photos on DVD this season six from the top ten retailers are "Twisted," "Harry Potter and also the Deathly Hallows -- Part I," "Megamind," "Wretched Me," "Beverly Hillsides Chihuahua 2" and "Toy Story 3." On Blu-ray, "Deathly Hallows -- Part I" rules using more than 3 million models "Twisted" is greatest on DVD using more than six million dvds.Last week's homevid launch for "Rio" was backed with a high-profile promo push from the sort that will normally support a theatrical bow. Galleries might have to pony up bigger dollars later on to lure customers to purchase films, instead of rent them, given how selective they have become throughout the economical recession.The marketing effort, emphasizing the summer time party facets of the pic, incorporated extensive TV an internet-based advertisements takeovers of 50 malls tie-inches with 50 promo partners like Chiquita (Daily Variety, This summer 26), Capri Sun, Little Darlene snack cakes and Applebees and beach balls, vehicle shades and aerial ad banners entering beaches in 25 marketplaces.After backing the theatrical release, Rovio's "Angry Wild birds" franchise marketed the toon by providing 15 additional levels when purchasing the "Rio" disc. Game also marketed the dvds with an ad when paused, supplying Fox with an incredible number of impressions considering the fact that the overall game may be the top downloaded application in 55 nations.Effort ended a week ago having a free concert in the Americana at Brand mall in Glendale, Calif., headlined by Sergio Mendes. It attracted a lot more than 7,000 participants, probably the most ever for your retail outlet's summer time concert series. Mendes also carried out on "Latenight with Jimmy Fallon" for that launch."Rio" has gained $479 million worldwide since its April 15 release. It required $143 million locally. Contact Marc Graser at marc.graser@variety.com