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'Dragon Tattoo' DVD Release Maintains Anti-Establishment Attitude with Pirated Disc

Thompson on Hollywood By Sophia Savage | Thompson on Hollywood March 22, 2012 at 3:30PM

"The Girl with the Dragon Tattoo" DVD release has, according to TheWrap, "created the sort of mystery that even Lisbeth Salander might have trouble solving." It looks like a blank, pirated disc with the title seemingly hand-scrawled across it...
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Girl with the Dragon Tattoo disc
the wrap

Sony's DVD release of David Fincher's "The Girl with the Dragon Tattoo" has "created the sort of mystery that even Lisbeth Salander might have trouble solving," reports TheWrap. It looks like a blank, pirated disc with the title seemingly hand-scrawled across it. The DVD was released on Tuesday, and Redbox has issued a warning to customers that the "blank" Sony-brand DVDs are in fact not pirated; "The handwritten look on the disc of this movie is legitimate and is intended to look like a burned DVD."

Rooney Mara as "The Girl with the Dragon Tattoo"
Rooney Mara as "The Girl with the Dragon Tattoo"

It's a fitting move: Lisbeth Salander, after all, would rather not watch anything that wasn't pirated. Her modus operandi is essentially to screw the system. It looks like the series' second film, "The Girl Who Played with Fire" may get made with or without the validation of huge box office success (though $229.6 million worldwide is nothing to scoff at).

Sony Home video marketers are cannily looking to make money for this franchise by appearing to not give a damn what audiences think, or if they pay. Of course moviegoers are being played: to get your copy of the "pirated" DVD you will, in fact, be charged. Unless someone copies it for you...

Twentieth Century Fox released its "Borat" DVD with the same tactic back in 2007.

[AdAge/TheWrap]

This article is related to: DVD and VOD, DVDs, David Fincher, Rooney Mara, Girl with Dragon Tattoo, Sony


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.