New Consumer DVD Mag Hitting Video Retail Stores10 May, 2003 By: Jessica Wolf
Playboy bunnies cavorting about at the mansion, models cavorting about in behind-the-scenes footage of magazine photo shoots, celebrities, well, simply cavorting -- throw in some extreme sports footage, gadgets and video games, and it's the stuff men's magazines are made of.
Now it's also bthere, a quarterly DVD magazine arriving from Arrow Home Entertainment and the publishers of Maxim, Stuff and Blender.
The first installment streets June 17 (prebook May 20) and will include footage from model photo shoots from Maxim and Stuff magazines, chats with celebrities and more, all shot by camera crews from www.bthere.tv. Some of each issue's footage will be exclusive to the DVD and some will have already aired on the bthere Web site, but it's all new to home video, said John Cusimano, head of business and legal affairs for Arrow.
The DVD magazine mirrors Maxim in content and is split into six different sections: models, music, movies, mayhem and gadgets.
The first installment features models Carmen Electra, Laetitia Casta, Summer Altice and Heidi Klum; goes backstage at the Victoria's Secret fashion show; and looks at a day in the life of cover girl and New York model “Ashley.”
The bthere cameras also trailed musicians Eve and Snoop Dogg, actors Jamie Foxx and Liv Tyler, and X-Games freestyle champion Tanner Hall. Also included are an interview with porn legend Ron Jeremy; special sections like “gadget of the month,” “party of the month,” “car of the month” and “video game of the month”; and even a little reality fight footage.
Arrow's target retailers are stores like Virgin, Tower, Sam Goody and Best Buy, Cusimano said. But the response from retailers across the board has already been amazing, he said. “It's one of the best-received DVD releases that we've had,” Cusimano said, adding it helped Arrow pick up new accounts. One place bthere won't be is Wal-Mart, since the chain recently decided to stop carrying Maxim and similar magazines.
Countertop displays hold 10-packs of the $9.99-priced bthere DVDs. A national media campaign features spots on NBC's “Extra” and Fox's “The Pulse,” and Arrow is throwing a launch party in June in New York City.