The first trade ad announcing The Beatles Antholgy ten-hour video release premiered in the July 7, 1996 issue of Video Store magazine. The VHS set included 8 seventy-five minute videotapes and was released on September 5th with a retail price of $159.98. Retail selling prices have ranged from $89.00 to the full list price. In early 1997, warehouse club Costco was selling the set for only $79.00.
The laserdisc version was released at the same time with a suggested list price of $229.98. In San Francisco, the 8 disc box set was originally advertised by Virgin Records for $154.00, below wholesale cost. The sets were officially announced July 10, 1996 at the VSDA (Video Software Dealers Association) convention in Los Angeles by Turner Home Entertainment.
During the summer of '96 Capitol's video division test marketed three different direct-response spots (60 seconds, 90 seconds, and two minutes) in eight different markets. The ads offered the tapes individually, and consumers had the option of receiving a new one each month. A variety of price points were tested and the total individual prices for the set exceeded the package list of $159.98. The video release coincided with the repeat airing of The Beatles Anthology special on ABC Aug. 31, Sept. 5 and Sept. 7, 1996. On October 29th, Capitol released Anthology 3 on cassette and CD, with vinyl following in mid-November. The album debuted at No.1 on the Billboard charts, the Beatles' 18th No.1 album.