Amazon seems to list a bunch of "sets" that are somehow "exclusive" to them. Example: for this week's Friends S3 release, they also list a "set" of S1, S2, & S3 together. I recall Sopranos and Sex In The City sets of the same nature. I also saw them put together some other releases in "sets"...
The ad is playing here in Memphis, and I'm told the film is too (though I haven't looked it up yet myself...I won't be able to get to a theater this weekend in any case).