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Coppola's 'Translation' Translates Well to Video

13 Feb, 2004 By: Melinda Saccone

Lost in Translation was not lost on consumers in its first week of release on home video.

The Sofia Coppola-helmed film scored a triple win for Universal Studios Home Video, making waves in theaters, at the sales counter and at rental.

Riding its success at this year's Golden Globes, where it won three awards -- best musical or comedy, best musical or comedy actor (Bill Murray) and best screenplay (Coppola) -- Universal opened up Translation's theatrical viewing to 882 screens in the week prior to its video release, creating even more buzz for the film.

In addition to its Golden Globe success, the film landed four Oscar noms, including best picture, best actor (Murray), best screenplay (Coppola) and best director (Coppola). The simultaneous release turned out to be very successful for Universal, allowing it to capitalize on the award hype and maximize its advertising dollar. Translation's increasing theatrical showings apparently did not encroach on its disc sales, but pulled additional revenue into Universal's coffers.

According to the studio, in its first seven days of release, Translation sold more than 1 million units through to consumers despite its widening theatrical run, making it the No. 2-selling DVD for the week, according to VideoScan First Alert data.

In addition, Translation earned an additional $2.42 million in theaters, placing it at No. 16 for the week, and fared well at the rental counter, earning nearly $5 million in rental revenue in its first five days of release.

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