According to The Hollywood Reporter, Universal Pictures is taking a novel approach to marketing Peter Jackson's King Kong by releasing a DVD making-of a day before the big-budget film hits theaters.

A Universal spokeswoman said Thursday it is the first time a major studio will ship retailers a DVD featuring a behind-the-scenes look at a film ahead of its theatrical release, and industry sources agreed. By releasing the two-DVD set along with a companion book on Dec. 13, the package helps promote the King Kong movie that hits theaters the next day. In turn, the movie helps drive DVD sales among fans who want to learn more after they see the film.

The advance DVD set for King Kong includes a first-hand account of the film's eight-month production process by director Jackson.