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Return of the DVD

14 Feb, 2005 By: Stephanie Prange

A colleague of mine mentioned recently that he spent a whole day watching New Line Home Entertainment's The Lord of the Rings: The Return of the King extended edition DVD.

“I don't know how it happened,” he said, bemused. “I spend the whole day watching Return of the King.

After talking to him a bit, I found that how it happened was actually quite easy to understand. His wife had been watching The Lord of the Rings: The Two Towers on television, and he popped in the DVD so she could see how the whole thing ended.

I don't know if retailers think about entertainment tie-ins such as this, but they should. I don't know how many times I've been watching a film on TV, only to realize I already had a better, not-edited-for-television version in my DVD collection. I then turn off the broadcast or cable version and pop in the DVD.

Consumers are quite suggestible. Heck, I wrote a few weeks ago about my own fascination with Asian horror, spawned by The Ring. I've been watching Asian horror ever since.

Retailers might profit from watching TV broadcast and cable schedules and prominently merchandising titles that tie into them. DVD retailers are the ultimate video-on-demand outlets – ready to capitalize on the whims of consumers with just the titles they want when they want them.

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