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Blu-ray Sales: Contraband Can't Hide at the Top

There were only two new releases to earn a spot on the Blu-ray sales chart, but one of them, Contraband, took top spot on the chart. The film sold 510,000 units / $10.19 million giving it an opening week Blu-ray share of 52%. At this point, any action film that doesn't open with a 50% Blu-ray share should be considered a disappointment. Second place went to Mission: Impossible - Ghost Protocol with 316,000 units / $6.95 million over the week for a total of 1.57 million units / $34.51 million after two. Surprisingly, The Princess Diaries: Double-Pack rose to third place with 69,000 units / $2.39 million for the week for a total of 101,000 units / $3.65 million after two. This is a strong result, considering the films' target audience and its box office run. Beauty and the Beast returned to the chart in fourth place with 61,000 units / $1.58 million. It has sold more than 4 million units and generated more than $100 million in sales, making it one of the best selling Blu-rays of all time. Thor and Captain America were in a very tight battle for fifth place as both films sold 50,000 units. Thor came out on top by a nearly imperceptible margin and has now sold 1.42 million units and generated $42.63 million. Captain America total sales have now reached 2.60 million units / $64.22 million.

The only other new release to chart was Dark Tide, which placed 24th with 13,000 units / $269,000. Its opening week Blu-ray share was just 25%. Granted, it is a limited release, but this is still a low percentage.

Overall Blu-ray sales were mixed. Sales were way down from last week plummeting 28% in terms of units and 33% in terms of dollars. However, compared to last year, sales were up 51% in terms of units and 41% in terms of dollars. DVD sales, on the other hand, were down across the board, but were a little better than Blu-ray when compared to last week. This meant the overall Blu-ray share was a little lower compared to last week at 44% in terms of units and 51% in terms of dollars. This is much higher than this time last year, on the other hand.

I have mixed opinions about next week. On the one hand, Haywire should lead the way, and it was a weak film at the box office so sales should be off from this week. On the other hand, last year wasn't exactly a banner year either. The Green Hornet did earn nearly $100 million at the box office and opened on top of the Blu-ray sales with 257,000 units, but that's low compared to the numbers we've been seeing this year. 2012 might not match last year, but it could be very close.

- C.S.Strowbridge

Filed under: Video Sales, Contraband, Mission: Impossible - Ghost Protocol, The Princess Diaries, The Princess Diaries 2: Royal Engagement, Beauty and the Beast, Thor, Captain America: The First Avenger, Dark Tide