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Movie Plays Wal-Mart Parking Lots

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LOS ANGELES Marketing at big box stores spills into the parking lot starting next week with a touring 92-seat theater promoting a direct-to-DVD movie, according to a Viz Media executive.

According to Anthony Jiwa, director of marketing at the San Francisco-based publisher, the Japanese anime title Inuyasha the Movie 3: Swords of an Honorable Ruler will get its theatrical premiere via a Revolution Marketing program.

The moveable theater begins its 15-city tour of Wal-Mart parking lots Aug. 24 in Seattle. The retailer will sell the title inside.

"The first Inuyasha premiered at Comi-Con last year," said Jiwa. "Then we premiered it with free screenings at Regal Cinemas in ten cities, all of which were completely filled. The next step was for Revolution to bring it to the retail space, where it has really taken off." He said previous titles have sold close to 250,000 units.

Andrew Klein, president of Revolution Marketing in New York, said in a statement that the program provides the benefits of theatrical release exposure with the advantage of being able to purchase the DVD, as well as associated merchandise, without a release-window delay.

Tour cities include Los Angeles, San Francisco, Chicago and Boston.