Expansive set to launch first entertainment title on DVD

by Kate Gibbs Media Week 09-Oct-07, 15:00

LONDON - Expansive Media, best known for producing covermounts for UK magazines and newspapers, is launching the world's first entertainment magazine on DVD.

Called Entertain, 200,000 copies of the dual format disc will be given away as a covermount on a leading tabloid newspaper and a men’s magazine next month. The promotion will also include a 50% off voucher for the second issue. The product will normally cost £3.99.

The DVD will be sold monthly on news-stands from January.

Each interactive issue will feature more than an hour of exclusive cinema and television-related content, including trailers, interviews, behind-the-scenes footage and features.
When used in a computer, the DVD’s menu will expand to include trials of the latest PC games, downloads, web links and reviews.
Publisher Martin Mason said the magazine has struck a deal with Marvel Studios to show world-first footage of the new Iron Man film.
“There is nothing like this on the market as yet, and with the circulation of 200,000 a month from the start, we are going to become the UK’s biggest entertainment brand overnight,” Mason said.
“The thinking behind the interactive magazine was that when people read about a new movie, television show or computer game, they want to see it, try it or buy it. This format allows all of that to happen instantly.”
Mason added that advertisers had shown a lot of interest in Entertain. because the product would allow many different ad formats – from trailers to web links.
Entertain has also purchased 25 million web banner ads across a range of websites to help kick-start the launch, he said.