On Friday, March 20, 2009, from 10PM until 12 midnight, Summit Home Entertainment will provide Twilight fans across the country with the chance to celebrate the midnight DVD release of the film that has unanimously been described as a "full-blown pop culture phenomenon." Twilight at Midnight will allow participating retailers the opportunity to stay open late as fans line up to purchase the DVD of the epic romance at midnight parties. The official Twilight website- TwilightTheMovie.com - will feature a unique store locator from which fans can find out which retailers will be holding midnight parties.
Starting in March, store locator technology will be featured on the film's website- TwilightTheMovie.com - providing unique access to breaking information about the Twilight at Midnight events across America. In addition, the site will have updated announcements of special surprises related to actors in the film.
Following the success of the film, which grossed over $300 million worldwide, executives at Summit Entertainment decided to work with retailers to make this special edition DVD something that would not disappoint fans. "We wanted to say thank you to all of those who came out in droves last year and helped make Stephenie Meyer's characters and story a truly successful movie," said President of Home Entertainment, Steve Nickerson. While many DVDs street on Tuesdays, the Friday night launch party allows the core fans, many in high school, to celebrate outside of the school week. Adds Nickerson, "What better way to celebrate than a weekend party with your fellow Twilight fans."