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DVD Sales and the Fate of ‘Dollhouse’


Dollhouse

By :John Latchem | Posted: 15 Aug 2009
jlatchem@questex.com,

The future of “Dollhouse” may rest on how well it sells on disc, and after the first two weeks it doesn’t look too good.

TVbytheNumbers.com noted that the Internet was filled with pre-release buzz for Dollhouse: Season One, which hit shelves July 28. But actual sales data indicated it was outsold by a more than 2-to-1 margin by Battlestar Galactica: Season 4.5, which debuted the same day and received no such buzz prior to its release.

Overall, “Dollhouse” still managed a top 10 showing on the Nielsen VideoScan First Alert sales charts, and its first-week sales figures would be the envy of many a TV show. But it hasn’t had the same impact as other Joss Whedon shows on disc. In its second week, “Dollhouse” fell out of the top 50.

In discussions of the fate of “Dollhouse,” many fans point to “Firefly,” which was badly mistreated by the network, shown out of order and canceled well before its time. Yet its DVD sales were stellar, enough to inspire a follow-up movie. There is a lot of speculation that potential DVD sales are what earned a second season for “Dollhouse.” (Another theory is Whedon cutting the production budget of the series low enough for Fox to overlook its mediocre ratings).

Comparing the “Firefly” model to “Dollhouse” is really unfair to both shows. “Firefly” had some weeks years after its initial release when it sold as many copies as “Dollhouse” in week one. Granted, the industry is different now, and a large percentage of “Dollhouse” viewers watched the show through DVR or online. But looking at the sales data so far, I’d advise Whedon fans to cherish the 13 episodes already ordered for the second season, and don’t be surprised if there aren’t any more than that.

Fans might whine about network mistreatment, but if anything, the success of “Firefly” prompted the network to give Whedon more favorable treatment. Yes, the original pilot for “Dollhouse” never aired (and is on the DVD), after the network tinkered a bit with the format of the show. But Whedon is the first to say that he likes the direction the show took midway through the first season. And at least this time the network aired the episodes in order, and gave the show enough of a market push to let fans know when it was on (even if it has a crappy Friday time slot). Whether “Dollhouse” survives will be on its own merits, and while the series has picked up a lot of momentum in the past few episodes, it is still a far away from generating the kind of fan affection afforded “Firefly,” “Buffy the Vampire Slayer” or “Angel.”


Related Story :


Dolled Up
Dollhouse: Season One (Blu-ray Review)

Authors


User comments

Commented by hugh_auld
Posted on 2009-08-16 13:59:49

yeah, but the whole reshooting the pilot episode and dinking around with the next few episodes after that.... yeah had nothing to do with executives dinking around and not understanding the show. atleast with firefly, joss got to shoot what he envisioned... whereas with Dollhouse didnt get back to itself until episode 6. I recommend watching the unaired pilot and the unaired 13th episode back to back. it is like a movie event.


Commented by MikeO
Posted on 2009-08-16 14:03:22

This analysis seems very flawed to me. Comparing a 12-episode partial first season of Dollhouse to Season 4 of an established hit like Battlestar Galactica is ludicrous. Of course BSG wasn't hyped like Dollhouse, they already had their audience! Then dismissing the network tinkering with the first half of the season leaves me baffled too. That was a huge thing that the show is still trying to overcome and winning back viewers turned off by the first episodes is not easy. And you don't know the DVR & online numbers, even dismissing them as irrelevant, yet Fox indicated those numbers were a huge reason for a season 2 order. You may be right that it won't be picked up in the end, but if so it won't be based on the scattered "analysis" you've presented here.


Commented by Mace Moneta
Posted on 2009-08-16 14:07:11

Dollhouse is mediocre by Whedonverse standards. Episode 6 of the first season is the only one that is recognizable as a Whedon show. The prior and later episodes were uninteresting. Keep in mind that the first season of Buffy was the same. If Dollhouse creates a deep mythology with characters that emotionally connect with the audience (as Mellie/November,Miracle Laurie, did in episode 6), then the series will have more value. The first season then becomes a prequel to the rest of the series. It's why I still watch the first season of Buffy, even though there isn't much there. I can pick out the small bits of character development as background on what will become a great viewing experience. As a standalone product, the DVD of the first season of Dollhouse is not attractive. If season two becomes great, the demand for season one will increase. That should be obvious, even to Fox.


Commented by Kit
Posted on 2009-08-16 14:36:34

I am completely confused by the author's implication that BSG 4.5 received no buzz prior to its release - how is four and a half seasons of a successful show no buzz? That's like comparing the sales of Buffy's later seasons or Angel's later seasons, with the first season of firefly...


Commented by malness
Posted on 2009-08-16 14:37:28

Also, when Firefly came out there wasn't iTunes and Hulu. I, for one, own all the episodes via iTunes including the "lost" Epitaph One. TVbytheNumbers predicted Dollhouse's demise by ratings... now its death by DVD sales. Seems to me they are trying whatever they can "to be right" about Dollhouse and have it gone... rather than look at the big picture. A lot of people can get their TV fix in a lot of different ways.


Commented by bpe-dsm
Posted on 2009-08-16 20:53:48

With all due respect, it may be an apples to oranges to compare Dollhouse, fresh out of the gate with many still unaware of its creator or its existence, to an established and sci-fi (syfy if I must) network flagship title like Battlestar. I think the show just needs more push as to whose involved with it and what the conceit is, but I think it's doing well.


Commented by radar
Posted on 2009-08-17 01:39:30

True that Whedon did say he liked the direction of the second half of the season, but that's because the show returned to the foundations of the original pilot. The second half of the season is phenomenal and bears little resemblance to the first shaky episodes.


Commented by Jon
Posted on 2009-08-17 02:23:40

I truly hope this isn't the case. Dollhouse deserves at least a (good) 4 season treatment so that the mythology and characters can fully blossom; the 'lost' episode--Epitath 1--is currently #1 on ITunes and it's juicy revelations may serve to bring more eyeballs to season 2 through word of mouth. Let DVD sales be damned just this once, I say.


Commented by Robin
Posted on 2009-08-17 08:28:31

The thing to remember about <i>Firefly</i> is that its success on DVD was an extremely slow burn motivated by a slowly growing group of hardcore fans. It was viral. Because FOX has treated <i>Dollhouse</i> with a good deal more respect, the Whedon fanbase hasn't been nearly so incensed or desperate to get the word out. But I still imagine that the audience for the new series will grow in a similarly gradual way, given its timeslot and controversial subject matter.


Commented by Adam
Posted on 2009-08-17 14:07:03

Have to disagree with you about the amount of market push Fox gave Dollhouse - it was minimal.





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