Pop-Up Penguins from Warner

Warner Bros. Home Video will rerelease March of the Penguins on video-on-demand and pay-per-view March 1 using its “Movies that Pop” format.

During the March release, viewers who buy the movie on VOD will see hundreds of pop-ups during the movie with facts about penguins and other behind-the-scenes information during the course of Morgan Freeman’s narration.

March of the Penguins is currently on VOD, having premiered Dec. 29 alongside several Warner titles that carried extra, VOD-exclusive Movies that Pop information at the end of the movies. Those films included Batman Begins, Charlie and the Chocolate Factory and TheDukes of Hazzard.

Warner said 300 people took an online survey after those movies, with 77% saying they “loved” the feature and 70% asking to see an entire movie with such extra information.

Quasi-documentary March of the Penguins makes a good vehicle for added information, Warner added.