'Museum' opens with double win

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The DVD business received a significant shot in the arm last week when 20th Century Fox Home Entertainment's "Night at the Museum" sold 6 million units in its first week in stores.

The film generated more than $100 million in consumer spending. Observers said sales were likely boosted by an innovative marketing campaign straight out of Barnum & Bailey's Circus. 20th Century Fox marketers put a giant dinosaur, similar to the film's Rexy, on a flatbed truck for a 10-city, cross-country promotional tour.

"Museum" handily won the top spot on Nielsen VideoScan's First Alert DVD sales chart for the week ending April 29, bumping the previous week's top seller, Universal Studios' "Smokin' Aces," to No. 4.

"Museum" also easily captured the No. 1 position on Home Media Magazine's rental chart for the week, generating an estimated $11.6 million in rental revenue.

The Ben Stiller comedy, which earned more than $250 million in theaters, was by far the most in-demand new release last week, eclipsing fellow newcomers "Deja Vu" and "The Queen," both from Buena Vista. "Deja Vu" bowed at No. 2 on both First Alert and the rental chart, while "Queen" debuted as the week's No. 3 seller and renter. "Deja Vu" earned an estimated $8.6 million in rental revenue, while "Queen" generated $7.5 million.

High-definition disc sales for the week were 71% Blu-ray Disc and 29% HD DVD, with Blu-ray sales bolstered by the fact that "Museum" was available exclusively on that format.
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