Two of the largest retailers in the U.S. are using IDW Transformers comic material to promote sales of the Transfomers DVD, due out in October (see 'Transformers DVD in October').  IDW has created a custom comic for Target, to be given away as a free with purchase item with the DVD.  The 24-page comic, the same trim size as the DVD case, contains new content that ties into the movie and the IDW graphic novels.  It will include a decoder feature, similar to the feature that IDW included in the giveaway comic produced for the theatrical release of the film, which can be used to unlock text in the comic that can then be used on the Target Website.   

Wal-Mart will also have an exclusive free-with-purchase product tied to IDW Transformers comics.  Paramount animated the movie prequel material created by IDW, using some voice actors in their roles from the movie, and the resulting animation will be offered on a separate DVD given away free with copies of the DVD purchased at Wal-Mart.  The bonus DVD will let viewers know that the animation is based on the IDW graphic novel. 

These promotions will alert millions of viewers to the fact that there are comics tied to the Transformers movie, helping promote sales of the IDW adaptation and upcoming Transformers comic releases (see 'IDW Announcements').