Article: Disc promos proliferating: VideoWorks joins trend as wholesaler.(NEWS)

DVDs are so hot with consumers that increasing numbers of non-entertainment companies are using them as freebies to lure in customers.

Car dealers have used free DVD giveaways for test drives, Cereal makers have included free discs in boxes, and tradeshow hosts have given them away paired with T-shirts and other chotchkes.

From the studio perspective, partnering with companies to give away DVDs helps promote major releases.

In 2002, carmaker Kia signed on as a promotional partner for New Line's Lord of the Rings: The Two Towers. Kia introduced the Serranto SUV in connection with the DVD release and gave away copies of the movie to those who ...

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