Insights from home entertainment industry experts. Home Media blogs give you the inside scoop on entertainment news, DVD and Blu-ray Disc releases, and the happenings at key studios and entertainment retailers. “TK's Take” analyzes and comments on home entertainment news and trends, “Agent DVD Insider” talks fanboy entertainment, “IndieFile” delivers independent film news, “Steph Sums It Up” offers pithy opinions on the state of the industry, and “Mike’s Picks” offers bite-sized recommendations of the latest DVD and Blu-ray releases.
There was a recent item in the trade news about ad-skipping on personal video recorders and how this trend is causing advertisers to dramatically rethink their whole approach to broadcast advertising. And with advertisers looking to spend that money elsewhere, I wonder when and how some of those dollars might end up on DVD?
According to a survey of major advertisers conducted by Forrester Research and the Association of National Advertisers, 75 percent of national advertisers said they will cut their TV ad spending because of ad skipping taking place on the nearly 2 million PVRs already in U.S. households. Also, 75 percent of those national advertisers said they would be cutting their ad budgets by as much as 21 percent to 40 percent.
While this reaction may be a bit over the top, considering the small percentage of homes with PVR, the message is clear: Consumers faced with traditional advertising in an interactive environment such as PVRs (and the Web) will choose to not interact with that advertising or avoid it altogether.
I can't help but think that somewhere, someone is trying to develop an advertising model that works for DVD, especially in light of the growing trend of consumer goods companies participating as marketing partners in home video.
So far, studios have not attempted to place advertising on discs for fear of ruining the commercial-free experience. The endless trailers of upcoming studio theatrical releases can be skipped, although several studios are guilty of making that maneuver maddeningly difficult, even to the extent of causing one's DVD player to freeze.
There were a few early attempts at placing ads on VHS movies — Top Gun and Pepsi is a good example — but the concept never got much traction in the industry after a fair amount of consumer backlash at having to view commercials on what they thought was supposed to be a theater-like experience. However, interestingly enough, advertising on home video is fairly common in Europe.
For advertising to work in an interactive environment like DVD, it has to be part of the environment and more closely linked with the content. And by this I don't mean more creative product placement in films, which is now becoming more and more obvious.
If studios and marketers are looking for ways to capitalize on the entertainment platform of DVD with paid-for marketing partners (short of selling logo plugs on DVD menu pages, etc.), they will need to explore the opportunities to create sponsorships of special features or other value-added content that the sponsor can benefit from being attached to. This approach will be a challenge in that the content has to be truly meaningful to the film, yet offer some promotional opportunity at the same time.
As DVD grows, we can expect to see some attempts in this vein.
We're seeing two different strategies when it comes to studios marketing their DVDs: dump and run, and product management.
The dump-and-runners — we all know who they are — flood the market with their latest big theatrical DVD releases and hope the sheer ubiquitousness of their product will boost sales. The down side is that in some areas they may run out, while in others they have a big surplus — but in the end they hope it will all shake out and, besides, there's a minimum of tracking and paperwork.
The product managers carefully analyze each market and ship accordingly; then, when a retailer runs out, they immediately ship more. Stores are not flooded with their product; the product goes where it will sell and then gets replenished. The down side here is that this can be a taxing proposition, with a lot of analysis and research — but in the end returns are minimized and that alone is worth the hassle.
Each side says their approach works better to achieve the end goal: maximizing sales. And it's interesting to note that while last year studios were crowing about first-day and first-week sales numbers, this year the battle for bragging rights seems to be around first-day selloff, with DreamWorks maintaining Spirit's selloff rate of 29 percent was much better than anyone else's.
What's interesting about all this is that no one's even mentioning rental. Studios are infatuated with the new collector mentality among consumers; rental is almost an afterthought. Whereas we used to hear studios boast about prebook numbers on hot rental titles — remember the Pulp Fiction versus Die Hard battle of a few years back? — or even first-week rental proceeds (the notorious Green Mile versus Sixth Sense scuffle), the studios' sole concern these days appears to be what consumers are buying and how much of it.
This, despite the fact that most video sales to rental dealers are through revenue-sharing programs, which you'd think would give the studios more of an incentive.
But this just shows you how times have changed. This business was built on rental and now no one cares. Even Blockbuster says it wants to make a big push into sellthrough, while limiting rental to monthly subscriptions (my interpretation).
As a result, terms like “turns per copy” have lost their relevance. Whether this trend continues into the newyear, with video rentals ultimately ceding the transient portion of the home video business to video-on-demand or rental will stage a comeback, remains to be seen.
I've written before on how I am clearing out the junk vault (aka garage) by putting stuff on eBay. It's liberating to pack stuff off to happy buyers and that isn't an accident, it's a life stage.
Our society is built around ownership. I believe that's one of the pillars of DVD's success – it's priced at a low entry point so lots of people can get in on it. But there's more to it than that. Marketing gurus measure consumer life cycles like release windows.
The theory goes that consumers are buying goods in their 20s and 30s; then in the 40s people have made most of their major hard purchases and there's a shift to buying services. Finally, at whatever is retirement age, thery go to "buying experiences" -- gourmet food, travel, Broadway shows and spa weekends.
DVD straddles those boundaries.
I was exchanging Christmas lists with family by e-mail the other day and my sister-in-law Lisa inadvertently summed it up: "DVDs are the best gift for me since I can't think of much else I want or need." She and I are great fans of horror movies from classic to schlock, as well as what I like to call Train Wreck Video -- movies so bad you have to watch, like anything by Ed Wood. (Movies so bad Image has an awesome boxed set called The Worst of Ed Wood, which they tell me is a "perennial favorite," no doubt because of people like me and Lisa.) We speak a common movie language.
My dad is another story. I put him onto eBay in the hope he would follow my lead and clear his junk vault, but so far he's only buying. I think he's trying to preserve his youth and avoid confronting mortality through acquisition, an almost superstitious belief that as long as he has things to do and watch he can't get sick or die.
Maybe he'll come around. But in the meantime, his latest purchase was a DVD player, his first real foray into 21st Century home entertainment technology. Probably the best I'll get in the way of his following my leads. Then again, I partly got the schlock horror and creature feature thing from him.
See what I mean? One thing we all have in common is consuming home entertainment. Even those of us who are sliding out of the major purchase stage can appreciate a slender little disc with hours of diversion on it. It's compact and it covers all the consumer bases: it is all at once goods, a service and, if it's done well, it's an experience.
There are few movies that leave viewers more curious than before they've seen them, making them perfect for DVD. The Blair Witch Project was one; it had viewers going online before and after seeing the flick for clues in the faux mystery. The Sixth Sense also prompted viewers to watch the film again to catch all the hints they missed the first time around.
This year's hit The Ring has characteristics of both movies, as well as such scarefests as The Exorcist. It's got an online component (take a look at themorganranch.com) and a surprise ending that prompts viewers to want to watch the film again. It's chock full of mysteries that have elicited more than one conversation with friends about what they thought they saw and didn't see. It's also got a Japanese predecessor, Ringu, with some plot twists not included in the American version from DreamWorks.
Happily, all this adds up to what promises to be a great DVD. DreamWorks holds the rights to Ringu, according to a spokesperson, which should make for a great combo with The Ring. I've seen the original and both films have uniquely scary characteristics. The final appearance of the girl in Ringu is not to be missed.
Since the plot revolves around an investigation of historical newspaper articles and the famous “student film' videotape, the background clippings and ancillary video material possibilities are numerous. Any commentary, especially one explaining the choices made for the American version, would be engaging.
While DVD viewers will be denied the chill of watching the film on videotape (for those who haven't seen The Ring, the plot involves a cassette that kills those who watch it), The Ring is remarkably well suited to the extra elements a disc can offer, including slow-motion and pause capabilities.
Suffice it to say, this jaded video journalist can't wait for The Ring DVD, which means fans will be clamoring for it. DreamWorks may have been a bit surprised by its theatrical success, but here's hoping they'll be prepared and pull out all the stops for the video release.
By: Stephanie Prange
Tomorrow marks the 25th anniversary of the home video industry. It's pretty unusual for any industry to be able to pinpoint its start to the day, but Nov. 26, 1977, is the day on which an ad appeared in TV Guide offering Hollywood movies (in this case all from Fox) for sale on VHS cassette for just $49.99. The ad was placed by Andre Blay and his newly formed company Magnetic Video, which had licensed for home video 50 Fox titles, an act that earned him the right to be called “the father of home video.”
“People were absolutely smitten with the idea that they could buy movies,” Blay told Video Store Magazine. So smitten, he said, that of the 12,000 people who responded almost immediately to Blay's ad, sending him $10 to join a subscriber's club from which they could acquire these videos, about two-thirds of them didn't yet own a VCR player.
Ah, but the birth of the home video business was really a story of twins, because not two weeks went by before another ad appeared Dec. 6 in The Los Angeles Times, this one placed by a man who previously had rented super-8 movies and projectors to show them on, quietly announcing the availability of video titles for rent. Yes, George Atkinson had bought tapes from Blay and decided that maybe people would rather rent them than buy them.
There is a quote from Abigal Van Buren (Dear Abby), that goes, “It is true that I was born in Iowa, but I can't speak for my twin sister,” that speaks somewhat to the different paths rental and sellthrough have taken since their almost simultaneous appearance. Rental, for a lot of reasons including consumer choice and studio pricing, has been the sibling that built the multibillion –dollar home video business over the past quarter of a century while sellthrough was pretty much left to evolve slowly from its historical roots of special interest and kids video.
But along comes DVD and now, five years later, consumers are once again smitten with sellthrough and building a collector's mentality in the marketplace. In every family every sibling enjoy periods of bounty and hard times and Blay, who said he still believes sellthrough is a better business because “people like to build libraries,” can take a measure of satisfaction all these years later.
As for the business that Atkinson started, while rentals are already showing a decline this year from last, there are those industry observers who feel that as penetration of DVD continues into the second 50 percent of U.S. households, rental will see a resurgence and, with a healthier sellthrough business as well, the home video business will be one bigger happy family.
This week we did a big question-and-answer interview with John Beug, the Warner strategist who is a key figure in DVD-Audio.
He makes some compelling arguments as to why DVD-Audio should fly, but I still respectfully disagree, despite the format's obvious superiority to the CD.
That said, I do happen to believe a successor to the CD is on the horizon. It's called DVD-Video.
Here's what I think will happen: No matter how many extras the record companies put on DVD-Audio, they will never live up to consumer expectations. The difference in audio quality is not so great that consumers will run out and buy new DVD-Audio-ready players, particularly after they've already bought a DVD-Video player in the recent past. Instead, they'll slip their DVD-Audio into the drive, stare at the lyric sheet or handful of still photos for a few minutes and wonder why they didn't just buy a regular CD.
If consumers buy anything that's called a DVD, they're going to want visuals — bright, clear, moving visuals. That's where music DVD-Videos come in — ideally, a hybrid that can be played on regular CD players, in the car and at home, with no visuals, or on a DVD player with visuals — visuals that last as long as, and go with, the music, like a live performance.
The technology to do this exists — Artisan did a great job two years ago in releasing a bonded DVD-CD hybrid in which Blair Witch I was on one side and the soundtrack was on the other. Why not apply this to music, particularly on live albums, with the full concert on the DVD side and the audio tracks alone on the CD side?
I know, I know — if there's too much video, it's no longer considered a sound recording and that means it can be rented — a concept the record companies positively abhor.
But I think as time goes on and CD sales continue to slide, the rentability factor is going to look more and more attractive compared to the alternative, which is ceding the audio business to downloading.
Already, three classical labels have said they are no longer going to release operas on CD, only on DVD-Video.
It's an idea that might sound radical, but one that should definitely be explored further.
Taking advantage of having all three parts of the Lord of the Rings film trilogy in the can, New Line Home Entertainment has done it again with the latest promotional pairing.
The extended release that became available Nov. 12 includes not only the extended cut of the movie (Wow!) and three discs of bonus materials, but tucked into many copies is a free adult movie pass, good for a seat up to $10.50, for the second installment, The Two Towers.
This not only adds value to the video release – essentially reducing the price to be comparable to the first , double-disc release – but the ticket promotion, stickered prominently on packages containing the ticket, will help ensure the early success of the second theatrical release.
The catch, you see, is that consumers must use their ticket vouchers within the first two weeks of the theatrical release. (That information is on the voucher itself, not the external sticker.) The vouchers must be used between Dec. 17 and Dec. 31. That may force some folks to give gifts early, or pillage the presents before actually giving them to use the tickets while they can.
But I suspect the short window won't bother most consumers: Anyone who rushed out to get the extended version instead of waiting to see if one turned up under the Christmas tree is likely to try to see the sequel early in its run anyway. Youths will be out of school for holiday vacations during that time and competition for their attention will be fierce.
For New Line, this tactic is a stroke of genius because it virtually guarantees packed houses from coast to coast, driving up the box office figures for the first two weeks of release. That, in turn, is likely to bring out more audiences to see what all the fuss is about. And you can be sure marketing folks will trot out the box office numbers to promote the home video release when The Two Towers makes its way to disc and tape.
Each step in the series' releases and marketing builds upon the last, each feeding the next step and helping its success. I can't help wondering if this latest wrinkle is coming out of the theatrical or home video marketing budget, or perhaps a combination of the two.
Warner tried a similar tactic with Harry Potter, but the offer had a lower dollar value and was bound to miss some consumers because it was not initially included with the video release. Instead, Warner put tear-off pads into stores in October, months after the initial Sorcerer's Stone home video release, so only the late purchasers were eligible to get a Chamber of Secrets voucher. Also, the voucher has a maximum value of $6.50, less of an incentive than the full ticket price for the Two Towers promo. On the other hand, consumers have four more weeks to use this ticket, from Chamber's opening to Dec. 31. AOL Time Warner's HBO did start airing Sorcerer's Stone Friday, no doubt to whet consumers appetites for Chamber of Secrets on its first day of release.
Maybe it's just that luxury of having all three films in the can that makes New Line look so good; they can plan around release dates much more tightly than when movies in a series are filmed one at a time.
Either way, I'm predicting huge opening weekend numbers for Two Towers, maybe even better than the $88.3 million young master Harry raked in last weekend. Only time will tell.
As I write this Monday morning column Friday afternoon the buzz is already building for another successful Harry Potter theatrical opening. As early reviewers stated, and as the first theatergoers (who stood in lines to catch the first screenings at midnight) attested, Harry Potter and the Chamber of Secrets is a better movie than its predecessor. I am sure my 11-year-old daughter will soon drag me to one of the 3,682 theaters that were set to open the film Friday on some 8,500 screens, a larger opening than Harry's first theatrical run.
Whether the better film (I hear it's a little edgier, a little darker and with more action) and more screens translates into Chamber of Secrets besting Sorcerer's Stone's opening weekend of some $90 million will be known maybe by the time you read this. Early handicapping says probably not, but word-of-mouth on the quality of the film may serve to attract an even broader audience and keep the film's momentum going perhaps even past Sorcerer's Stone's domestic take of $317.6 million.
Curious that with the pre-promotion of the new Potter film we didn't see or hear much about any significant Potter tie-in promotions on the home video retail or rentail front. Warner Home Video didn't execute any significant re-promotion of the Sorcerer's Stone video. This is the sort of thing one might have certainly expected not too long ago. I suspect, however, that, firstly, Sorcerer's Stone was a huge sellthrough title and thus a second wave of purchases and rentals on the back of the new theatrical release may not have been reasonably expected. Secondly, last week alone saw two other huge fantasy films hit video shelves with Star Wars Episode II and the extended edition of Lord of the Rings, and these, certainly, would have crimped the style of any pretheatrical Harry promotion of the Sorcerer's Stone.
The fact of the matter is, this is going to be a very, very busy fourth quarter for home video, perhaps the busiest ever, we'll have to see. With so much big product coming out, retailers are gong to have to be juggling promotions quickly to maximize sales and rentals of the newest hits to arrive at retail and consumers will have more than they ever have had to choose from in home video.
Still, video retailers can be sure that come next spring, Harry Potter will fuel yet another period of video mania at stores and the train – or joyride – to Hogwarts will just keep chugging along for the next several years.
Except for their own plans to cash in on the downloading craze with the launch of MovieLink, the Hollywood studios have been oddly misguided in preparing for what promises to be a battle royal over illegal downloading, focusing their efforts on politics instead of technology.
Just as the practice all but destroyed the music industry, we're starting to hear rumblings about the potential destruction of the video industry by a Napster-like mechanism that allows consumers to easily swap movies over the Internet.
The studio line has always been that the threat is still too far off, given the fact that most computer users lack the high-speed Internet access to download those giant movie files and, while MovieLink — a collaborative effort among five studios — has received a tremendous amount of ink, the partners privately concede it's more of an attempt to stay ahead of the curve than it is to generate any real money, at least for now.
But the future may be closer than we think. Yesterday morning I came across an interesting article from the Associated Press that noted copies of Harry Potter and the Chamber of Secrets, the long-awaited sequel to Harry Potter and the Sorcerer's Stone that opens theatrically this weekend, are already available on the Internet.
“Warner Bros., the studio that produced and distributes the movie, confirmed that pirated copies of the movie have appeared on obscure Internet sites that regularly offer illegal copies of first-run movies,” the AP reported. Warner has since denied that pirates successfully placed the film on the Web, contending the file was a decoy.
But the rest of the sentence provides some compelling food for thought. Note the phrases “obscure Internet sites” and “regularly offer illegal copies of first-run movies.” Let me point out that Napster was also once an “obscure Internet site” before it hailed down on the music biz and put a brutal dent in CD sales.
And the fact that it is common knowledge that there are sites that “regularly offer illegal copies of first-run movies” should have all of Hollywood sounding the alarms.
Technology is growing by leaps and bounds, and downloading entire movies will one day be as simple and quick as opening a Word document.
I don't know exactly what Hollywood should do, but they had better think — and act — fast.
That day may not be around the corner—but then again, who's to say for sure?
Over the weekend I started wrapping Christmas presents and found I had no purple ribbon, which I wanted to complement a particular wrapping paper. So off to the store I went, thinking I could find it at any drugstore or mass merchant at this time of year.
Not only did I learn I was wrong, but in my quest for the elusive purple ribbon, I found a surprising lack of shoppers.
I know I start holiday shopping earlier than most folks because, among other things, I hate competing with crowds and standing in lines. But I thought I would find a few early bird shoppers out there.
First stop: Target. I noticed right away that the parking lot was half empty, unusual for this time of year. The story was the same inside. It was Sunday afternoon and there were no lines at cash registers and enough sales associates to answer everyone's questions. But no purple ribbon, so on to Kmart.
Surprisingly, Kmart was busier than Target. Maybe it owes to fire sale prices, but there were more shoppers, though traffic was still light. While I was there I noticed all but one DVD standee was gone; that one was directly across from the electronics department sales counter. The rest of the DVDs are all under glass now, which can't be helping sales, even if it is controlling loss.
But no purple ribbon, so I was off to the dreaded Wal-Mart. A relative newcomer in my town, Wal-Mart was busier than either of the other two stores. But still not what I expected in the post-Halloween, post World Series environment. It wasn't even as busy as it was over the summer.
If this is any indication, this year's holidays are going to be a brutal retail season. It's widely believed it will be make-or-break for struggling Kmart, which showed no indications of “make” or “break” on this visit. Target, which typically draws crowds in my neighborhood, may lose a lot of ground to Wal-Mart.
As an anecdotal observation, I while I was there I broke down and bought a catalog DVD I wanted. For $8.78. Online, I could sell the disc used to another business for $5.30. Which totally defeats the purpose of rental, I might add, because I can keep the title for as long as I want or, if I was so inclined, I could resell it and not have invested more than a one-night rental would have cost at Blockbuster.
And Wal-Mart had a spool of purple ribbon, too.