What was the purpose of shortening the DVD release window in Disney's Alice in Wonderland campaign?

• A. To keep the theatrical release fresh in consumers' minds.
• B. To extend the DVD window.
• C. To promote only via streaming.
• D. To reduce marketing spend.

Answer: (A)

Shortening the DVD release window focuses on preserving the momentum of the theatrical run by bringing home viewing options closer to when the film is still top-of-mind for audiences. When the gap between cinema and home release is small, the excitement and conversations generated in theaters stay fresh, making people more likely to buy or rent the film while the buzz is strong. This timing also lets the marketing push stay relevant across channels, capitalizing on word-of-mouth, press coverage, and any tie‑ins while the film is still being talked about.

This isn’t about extending the DVD window—pulling it forward aims to maximize conversion from cinema to home viewing while the hype is at its peak. It also isn’t about promoting only via streaming, nor is it primarily about reducing marketing spend; those don’t align with keeping the theatrical experience alive in consumers’ minds and driving quick, post-theatrical sales.