'Crash' Lands on Video Sept. 627 Jun, 2005 By: Thomas K. Arnold
The acclaimed indie film Crash will be released on video Sept. 6, Lions Gate Entertainment is scheduled to announce this week. The DVD ($28.98) will include an introduction and commentary by writer-director Paul Haggis as well a making-of featurette and, tentatively, a music video.
Crash also marks Lions Gate's first day-and-date Universal Media Disc (UMD) release, targeting the lucrative young-adult market that has embraced Sony's PlayStation Portable (PSP). Orders for the DVD, VHS and UMD are due Aug. 9.
“This picture is truly a phenomenon, given that it started with a $9 million opening weekend and is projected to do more than $50 million, five times its opening gross,” said Steve Beeks, president of Lions Gate Entertainment. “This just demonstrates how the public has really locked onto this picture.”
The Status Film-produced drama about race relations in post-9/11 Los Angeles, which boasts an ensemble cast that includes Sandra Bullock, Matt Dillon and Brendan Fraser, has been one of the few bright spots in an overall dismal season at the box office. Picked up by Lions Gate Films at the Toronto International Film Festival for $3.3 million, the film broke out of traditional specialty-film mode and was released wide in early summer.
Beeks predicts Crash will be one of Lions Gate's biggest video sellers of all time, “joining the growing list of pictures that have dramatically overindexed their box office performance when released on DVD.”
He projects the film could sell as many as 5 million units.
Beeks said Crash will be marketed throughout the fourth quarter and then receive another marketing boost early next year during awards season. Beeks said Lions Gate also is considering preparing a special edition DVD of Crash for first-quarter 2006 release, although no decision has been made.