The sales juggernaut that is "Avatar" showed no signs of slowing in Week 2 of the blockbuster film's home video release, with the 20th Century Fox Home Entertainment title again topping both the Nielsen VideoScan First Alert sales chart and the Nielsen VideoScan Blu-ray Disc sales chart.
The film's nearest competitor was Universal Studios' "It's Complicated," which debuted at No. 2 on the overall sales chart but sold fewer than 25% as many copies as "Avatar."
On Blu-ray Disc, the disparity was even greater: "It's Complicated" also debuted at No. 2 on the chart but sold just 6% as many copies as "Avatar." In its second week in stores, "Avatar" generated 42% of its sales from the Blu-ray Disc release, down slightly from 49% in Week 1. "It's Complicated," a comedy with $112.7 million in theatrical receipts, racked up only 10% of its total unit sales from the Blu-ray Disc version.
In rental stores, however, "It's Complicated" was the easy winner -- even though it's the first Universal title that won't be available at either Netflix or Redbox until 28 days after its release.
Even so, "It's Complicated" bowed at No. 1 on Home Media Magazine's rental chart for the week ending May 2, beating "Avatar," which generated 78% as much rental action as the Universal comedy.
The only other new release to make the top 10 on either of the two main sales or rental charts was the Sony Pictures fantasy "The Imaginarium of Doctor Parnassus," which debuted at No. 5 on First Alert and No. 7 on Home Media Magazine's rental chart.