Fox realizes that the home video market means big profits for the Narnia movies. The Lion, the Witch, and the Wardrobe grossed $350 million in DVD sales alone. For Dawn Treader, Fox is using several unique promotions, including installing large DVD displays that look like the Dawn Treader in thousands of grocery stores around the country.

Grocery stores are usually not a large source of DVD sales for any studio. When Fox used a similar strategy to sell AVATAR DVDs in grocery stores last year, they sold over twice as many DVDs through those outlets as usual. Well aware that mothers (looking for ways to entertain and feed their kids) make up a majority of grocery store visitors, the Fox Dawn Treader DVD displays take advantage of a marketing partnership with products from Coca-Cola, Dr. Pepper, Pepperidge Farm, and Little Debbie.

Overseas, Fox used perhaps one of the coolest promotions ever: the appearance of the Dawn Treader itself. Actually, the original ship is in storage, but a ship decked out to resemble the movie boat docked on the Thames River in London to promote the film just before the DVD release. Actors Ben Barnes (Prince Caspian) and Will Poulter (Eustace) were below deck giving interviews while sword lessons were given to attendees.