Marketing
The first image of Shailene Woodley as Beatrice "Tris" Prior was revealed by Entertainment Weekly on April 24, 2013.[56] A few seconds sneak preview film footage was shown at the 2013 Cannes Film Festival.[57] On June 7, Entertainment Weekly released a still of Theo James (Four) showing the Dauntless initiates around their new headquarters.[58] The magazine released several more stills on July 19.[59] On July 16, USA Today released the first image of Kate Winslet as Jeanine Matthews.[29]
On July 18, 2013, Summit held a sold-out San Diego Comic-Con panel in Hall H. Shailene Woodley, Theo James, Maggie Q, Zoe Kravitz, Ansel Elgort, Ben Lloyd-Hughes, Amy Newbold, Miles Teller, Christian Madsen, director Neil Burger, and author Veronica Roth attended the panel and answered fan questions, along with the showing of exclusive film clips.[60]
On August 22, 2013, a sneak peek of the first teaser trailer was released by MTV.[61][62][63] The full teaser was released on August 25, 2013, during the pre-show of the MTV Video Music Awards.[64][65][66] Two official posters featuring Woodley and James as Tris and Four and highlighting their tattoos were released on September 23, 2013.[67][68] Neil Burger released the full official trailer on November 13, 2013.[69][70] On February 4, 2014, Shailene Woodley and Theo James released the final trailer for the film during their appearance on Jimmy Kimmel Live!.[71]
The marketing campaign for the film cost at least $50 million.[72]
Release
On its first day of advance ticket sales, the film sold half of its tickets.[73]
Home media
Divergent was released on DVD and Blu-ray on August 5, 2014.[10] Prior to its DVD release, a deleted scene from the film featuring Miles Teller as Peter Hayes and Ben Lamb as Edward was released July 30, 2014.[74]
