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Regal and Paramount Offering 'Super Ticket' to 'Transformers 4'--With Home Video Purchase Baked In

Photo of Jacob Combs By Jacob Combs | Thompson on Hollywood June 18, 2014 at 12:34PM

Regal Entertainment seems to be taking a leaf out of Willy Wonka's book: for the opening of Michael Bay's new explode-a-palooze "Transformers: Age of Extinction," the theater chain is offering fans the chance to buy what it's calling a 'Super Ticket.'
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Transformers: Age of Extinction

Regal Entertainment seems to be taking a leaf out of Willy Wonka's book: for the opening of Michael Bay's new explode-a-palooze "Transformers: Age of Extinction," the theater chain is offering fans the chance to buy what it's calling a 'Super Ticket.'

What's a Super Ticket?  Well, it comes with the perks of a normal movie ticket (i.e., it gets you into the theater), but for $15 more, it also gets its buyer a digital copy of "Extinction" when the film is released for home entertainment as well as a digital download of any of Bay's other three "Transformers" movies.

Obviously, the Super Ticket strategy is aimed at super fans--after all, who else would be interested in buying a digital download of a movie in tandem with the very ticket to see that movie in theaters?  (Well, Regal is actually giving fans the option of upgrading to a Super Ticket even after they see the fourth installment of the "Transformers" franchise--the digital download offer will be available through July 10.)

But there's something rather clever going on here.  Consumers are forgetful creatures, and it's much easier to impulse buy a film for your home library in the moment rather than remembering months later when it is released.  For Regal (and Paramount), convincing a moviegoer to buy a super ticket means locking in that extra profit up front.  That sounds like a strategy that other studios might emulate going forward.

This article is related to: Transformers, Michael Bay, Paramount, Exhibition, Exhibition, Distribution, DVDs, DVD / Blu-Ray, VOD, VOD/Streaming, New On VOD


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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.