• August 21, 2008

Virgin Megastore Times Square will host a pop-up Warner Bros. Entertainment store as part of a program touting Warner's 85th anniversary.

The cafe inside the Times Square Virgin Megastore has been redone with a Warner Bros. 85th Anniversary theme, dedicated to the studio's all-time best DVDs. The café includes a theatre that runs clips of Warner Bros.' library of films from 1923 through present-day releases. A red carpet leads Megastore customers from the store's escalator into the Anniversary Store.

Bart Saunt, director of strategic marketing, Virgin Entertainment Group, said in a release that the program is the largest in-store marketing design for a promotional partner.

The 7-week-long store within a store is timed with the release of the Warner Home Video documentary "You Must Remember This: The Warner Bros. Story." The five-hour film will air on PBS' "American Masters" series on September 23, 24 and 25. The documentary is narrated by Clint Eastwood, who also wrote the introduction to a 550-page full-color companion book of the same title.

Per a company release, the Virgin Megastore Times Square houses the biggest DVD collection in U.S. retail. Per the company, Virgin Megastores nationwide will support the studio's anniversary with WHV national window displays, end caps and in-store signage that tie in Virgin's current $10 Sale with WHV titles that are also on sale for $10.--Karl Greenberg