Target has done two or three Midnight Releases in the past few years... One of which I did participate in.
The Twilight - Breaking Dawn releases both had limited midnight launches, and Call of Duty: Black Ops 2 had one as well.
With Black Ops, my store had about 20 some-odd people show up. We were given small "prizes" to distribute to the Guests while they waited and to "amp them up", so to speak.
Unfortunately, we have two Gamestops within half a mile of my store, each had attendance of well over 500 people...