New Eminem Video Goes Extra 'Mile'
Fans who want the new Eminem music video “Superman” will only be able to get in in one place: on the DVD for the rapper’s movie “8 Mile.”
The strategy is the latest among entertainment companies to encourage consumers to buy music rather than downloading it, Variety reports. It is also part of the trend to add more features to DVDs, such as interviews and scenes that were cut from a movie’s big-screen version. Along with the “Superman” video, the Eminem DVD will include about 25 minutes of outtakes from “8 Mile,” featuring the rapper spontaneously rising to the challenge in five “rap battle” sequences. The film’s director, Curtis Hanson (“L.A. Confidential,” “Wonder Boys”), will introduce and describe the scenes on the DVD, says Variety.
Universal Studios Home Video will kick off a multimillion-dollar national ad campaign for the Eminem DVD on Grammy night, Feb. 23. The rapper, 30, is up for five Grammys.
Clearly Eminem’s record company, Interscope Geffen, and Universal Studios Home Video are counting on Eminem to boost sales, during a time when music sales have been in a slump. The album on which “Superman” appears, “The Eminem Show,” was the No. 1 CD of 2002, and “8 Mile” was the top soundtrack. It’s also a way to further the momentum behind Eminem’s movie debut: When it was released last year, “8 Mile” had an overwhelming opening weekend of $51 million and went on to make $116 million in North America alone.
Terms of the deal were not disclosed.