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USHV Doubles First-Day ‘Translation' Shipments

4 Feb, 2004 By: Erik Gruenwedel

Universal Studios Home Video Tuesday doubled projected first-day shipments of 750,000 units for Lost in Translation, the funky art house film that since nabbing three Golden Globe awards has garnered four Academy Award nominations — including best picture, actor and director — and last weekend migrated to widescreen release (600+ theatres) since its debut in November.

Despite the film's evolving theatrical appeal, USHV ignored the traditional five-month window between theatrical and home video release, opting instead for a two-pronged marketing push, according to USHV president Craig Kornblau.

“Normally films like this are nurtured,” Kornblau said. “We said, ‘Forget that, we're going right to prime time.’

At the film's DVD release party last night in Los Angeles, James Schamus, co-president of Focus Features, the specialty films unit of Universal Pictures that helped make Translation, mocked that the film wouldn't “have that special moment in VHS.”

“The DVD market we know and love,” Schamus said.

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