Targeting one of the most important sectors among consumer groups, Sony Pictures Home Entertainment has partnered with Maxim to offer a free one-year subscription to the magazine with the purchase of any one of Sony’s newly re-branded “Action Unleashed!” DVDs. “We wanted to create a campaign to leverage some of our existing male-focused catalog,” explained Marc Rashba, Vice President of Worldwide Marketing for Sony Pictures Home Entertainment, in a press release. “The Action Unleashed! campaign is designed to create awareness, and through our partnership with Maxim we hope to connect to this very important audience.”

So what does this all mean? Errr… just re-packaged DVDs in new slipcovers with faux bullet holes, it seems. Which makes some sense for both Bad Boys flicks, say, but not so much for Rocky Balboa. The discs — including the aforementioned titles, xXx: State of the Union, Black Hawk Down and Ghost Rider, among other movies — hit major retail outlets, as well as drug and grocery stores, on May 12.