Warner Home Video is gearing up for a major release with the debut of the highly anticipated "Harry Potter and the Sorcerer's Stone" on video, scheduled for May 28. This launch is backed by an extensive $25 million marketing effort, marking the studio's most ambitious campaign to date.

In the weeks leading up to the release, Warner actively engaged retailers, distributors, and media outlets through its newly redesigned business-to-business website, www.whvdirect.com. The announcement was highlighted by a special video featuring producer David Heyman on the set of the upcoming sequel, "The Chamber of Secrets."

Warner is confident that this release could set new records, aiming to surpass previous top video sales. The standard videocassette, priced at $24.99, will include five minutes of additional footage, while the two-disc DVD, retailing at $26.99, offers hours of bonus content. Among the deleted scenes is a humorous segment where students struggle with a spell that causes a classmate's legs to lock together.

Pricing for "Harry Potter" is slightly higher than Warner’s typical titles but remains competitive compared to other studios. For example, Disney’s animated films often retail at $26.99 for VHS and $29.99 for DVDs, with special edition double discs sometimes reaching $39.99. Warner’s VP of U.S. marketing, Mike Saksa, explained that their pricing aligns with industry standards and consumer expectations for a film of this magnitude.

Historically, Warner has not produced a blockbuster with unit sales reaching 15-20 million like "The Phantom Menace" or "Titanic," nor has it had a family hit surpassing 20 million copies, such as "Shrek." Its most successful title in recent years, "Pokemon: The First Movie," along with others like "The Perfect Storm," "Miss Congeniality," and the DVD of "The Matrix," have each sold around five million units. Saksa also noted that interest in purchasing "Harry Potter" is nearly equal among parents and non-parents.

The studio plans to reach 95% of children aged 6-11 with more than 15 targeted advertisements across major broadcast networks—excluding UPN—and popular cable channels like Cartoon Network, MTV, Nickelodeon, USA, ABC Family, and E! from mid-May through mid-June.

Details about the movie's distribution were revealed during an online media event. After a promotional clip, Warner executives confirmed that "Harry Potter" will have a standard 45-day pay-per-view window, and the DVD will not include an audio commentary.

The DVD will feature an array of interactive extras, including a 360-degree virtual tour of Hogwarts—covering the Gryffindor common room, the Great Hall, Harry’s room, and Hagrid’s hut—all operable via remote control. Additional exclusive content includes unseen footage, interviews with Heyman and director Chris Columbus, a montage of Quidditch matches, a guide to playing the game, and an introduction to Hogwarts ghosts.

In conjunction with its global deal for the first two films, Warner has partnered with Coca-Cola for a promotional campaign running from May 1 to June 30, further amplifying the film’s launch.

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