'The Hunger Games'is avoiding the holiday rush, as Lionsgate will release the blockbuster box office hit on DVD,Blu-ray and digital platforms Aug. 18, the studio announced Wednesday.
Conventional wisdom in Hollywood has been that DVDs sell best when released around the holidays -- and parents are searching for stocking stuffers -- but "The Hunger Games" has already broken rules with its massive theatrical success in March, far away from the summer season that's typically most lucrative at the box office. The movie has grossed nearly $650 million worldwide and has yet to open in China.
The Santa Monica studio is hoping that hard-core fans will eagerly buy the movie when it's released in August and be followed by another wave of purchasers around the holidays, when people buy it for more casual viewers as gifts.
Releasing it in August will also help Lionsgate to separate marketing for "The Hunger Games," which the company said in a statement will be the "biggest home entertainment launch" in company history, from the November theatrical debut of "The Twilight Saga: Breaking Dawn Part II," the final film in the teen vampire franchise.