Paramount to Debut ‘Dance Flick’ on Blu-ray, DVD Rental, Before DVD Sellthrough29 Jul, 2009 By: Chris Tribbey
In a major show of support of the Blu-ray Disc format, Paramount Home Entertainment will debut the unrated version of the Wayans brothers comedy Dance Flick for sale only on Blu-ray Disc Sept. 8, with a 'PG-13' version of the film available on DVD only for rent.
A DVD sellthrough version, with both unrated and rated versions included, won’t be available at retail until 4 to 8 weeks after the Blu-ray release.
Paramount Home Entertainment will use this strategy on other select titles, in hopes of maximizing both sales and rental revenue.
“We have been strategically evaluating new and innovative ways to maximize retail opportunities for each individual title,” said Ken Williams, EVP of sales for Paramount Home Entertainment. “We believe that a DVD rental window will increase revenue in that channel and that releasing a Blu-ray exclusively for sellthrough will help drive adoption of the format, so it’s a win-win scenario.”
Russ Crupnick, entertainment industry analyst for The NPD Group, said Paramount’s decision to try this strategy with a smaller film such as Dance Flick ($25.6 million domestically) may be intended to see how the DVD rental window and Blu-ray sellthrough results shake out, without opening the studio up to too much risk.
“It sounds like a test,” he said. “They want to learn something, but not by doing it with a big-risk film, like Transformers or another high-end action-adventure film.”
Andy Parsons, SVP of advanced product development at Pioneer Electronics and chair of the Blu-ray Disc Association promotion committee in the United States, praised the move as a show of commitment to high-def.
“I think this shows how quickly Blu-ray Disc is moving into the mainstream,” he said. “It also sends a clear message to consumers that Blu-ray is where they should be investing their home entertainment dollars, since the format not only represents the ultimate high-def experience, but also the most convenient way to capture and repeat that experience for many years to come.”
The Blu-ray will feature footage not seen in theaters, deleted scenes, an alternate ending and outtakes. The rated version of the film seen in theaters will also be included.