March 23, 2010 at 06:43 PM EDT

Summit Entertainment’s strategy to release its much-anticipated New Moon DVD on a Friday night — just as the studio did for the release of Twilight‘s DVD — is paying off handsomely. The studio reports that the DVD of The Twilight Saga: New Moon sold 4 million units over the weekend. The take surpasses Twilight‘s 2009 DVD release, which sold 3.8 million units its first weekend, and 9.2 million total, making it the top selling DVD title of the year.

Summit added to the fervor by spreading its cast around the country to make surprise stops at various retail outlets. Director Chris Weitz, Nikki Reed and Rosalie Hale showed up in Los Angeles while Peter Facinelli made a stop-off in New York and screenwriter Melissa Rosenberg showed up in Seattle. As for Taylor Lautner, Kristen Stewart and Robert Pattinson? Well, they were nowhere to be found. Between Pattinson and Stewart’s own promotional duties for their other projects (Remember Me and The Runaways) plus the intense media scrutiny they constantly live under, they probably felt it best to skip this event.

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