Saturday, 17 December 2011

Inbetweeners takes outstanding achievement prize & is set for record DVD sales

Kylie Minogue presented the cast of The Inbetweeners with the outstanding achievement award at the British Comedy Awards, held on Friday night at Fountain Studios in north London.

The Channel 4 school sitcom became a hit feature film this year. Actor Simon Bird said of the win: "It's not really our award; we're just in the show."

One of his co-stars, Joe Thomas, also appeared in Channel 4's student comedy, Fresh Meat, which picked up the first award of the night.

The big-screen spin-off of The Inbetweeners is on course to become one of the biggest-selling comedy DVDs of all time after shifting nearly 600,000 copies on its first day on sale.

The Inbetweeners Movie, which was released on DVD on Monday, is expected to top 1m sales by the end of this week.

It would be the third biggest first-week sales of any DVD released this year, behind the all-conquering Harry Potter and the Deathly Hallows parts one and two.

The E4 spin-off, in which the four teenage school friends go on holiday in Malia, has already pulled in more than £45m at the box office.

It sold 575,000 copies of the DVD on its first day of release, and 660,000 by the end of Tuesday, more than double The Hangover Part 2 managed in its first week.

HMV said it expected combined DVD and Blu-ray sales to top 1m by the end of the week.

The high street retailer said if the sales pattern continued in the run-up to Christmas, it would become the biggest-ever film comedy release in DVD history. HMV has also sold more than a 250,000 Inbetweeners box sets.

HMV spokesman Gennaro Castaldo said: "We're seeing record sales of the Inbetweeners Movie, which is shaping up to become our biggest-ever week-one release on DVD and Blu-ray.

"We've always done really well with the TV series – particularly among its core audience of teens and young adult males, but with the movie coming so close to Christmas we're also seeing huge demand from gift shoppers right now."

Written by Damon Beesley and Iain Morris, The Inbetweeners ran for three series on E4, although plans for two one-off specials were abandoned.

The success of the film, however, may prompt a rethink – or a big-screen sequel.

The DVD and Blu-Ray launch was backed by a major advertising campaign which included a TV ad in the X Factor final on Sunday, national newspaper adverts and an outdoor advertising push.

Target Media, the entertainment media agency which has worked on the launch, said that the aim is to "transition the TV fanbase as well as broadening [its appeal] to a new audience who can help to push this all the way to a Christmas number one".


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