Home Media Magazine - January 20-26, 2008 - (Page 30) NEWS HD DVD Marketing Moves Continued from page 1 www.homemediamagazine.com After all, Toshiba’s stated goal, clearly outlined in the press release announcing the price cuts, is to spotlight not just the superior benefits of HD DVD, but also “the benefits HD DVD brings to a consumer’s current DVD library by upconverting standard DVDs via the HDMI output to nearhigh-definition picture quality.” “It seems like a smart strategy to note that there’s value in an HD DVD player even though there is a reduced amount of content available for it,” said analyst Tom Adams, president of Adams Media Research. “That’s smart both for existing buyers, with whom they have a potential problem, and for purposes of continuing to sell players, where for $150 it’s a heck of a DVD player.” Toshiba is slashing the suggested retail price of its entry-level HD-A3 player from $299.99 to $149.99. The mid-range HD-A30, with true HD (1080p) output, now retails for $199.99, down from $399.99. And the high-end HD-A35 goes to $299.99 from $499.99. Yoshi Uchiyama, group VP of Toshiba’s digital A/V group, said the company is aiming for the mass market, which he feels is put off by the higher prices for Blu-ray Disc machines ($350 and up). “While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer,” he said. “Consumer sales this holiday season have proven that consumer awareness of the HD DVD format has been elevated, and pricing is the most critical determinant in consumer purchase decisions of the nextgeneration HD DVD technology.” Toshiba also plans an extended advertising campaign involving television, print and online media channels. Also in the works are joint marketing and promotional initiatives with retailers and studios. One such initiative already in play is “The Perfect HD Offer,” in which consumers who buy any Toshiba HD DVD player get five free HD DVD movies, from a selection of 15. Within days of Toshiba’s Jan. 14 announcement, three studios announced HD DVD software releases for the first quarter — announcements that had been expected to be made at the Consumer Electronics Show (CES), before the HD DVD Promotional Group canceled its scheduled presentation after being caught by surprise by the Warner defection. Ironically, one of the most highprofile upcoming HD DVD releases is from Warner, which won’t officially abandon the format until the end of May. The studio will release a two-disc special edition of the action hit Twister on all three home entertainment software formats, with the DVD and Blu-ray Disc coming May 6 and the HD DVD edition following on May 27. Orders are due April 1 for the standard DVD and Blu-ray Disc and April 22 for the HD DVD. Special features include a commentary, an HBO First Look Special on the making of the film and a 2003 History Channel special on tornadoes. Paramount, which after May will be the only major studio besides longtime supporter Universal Studios to support the HD DVD format, a day later announced a full slate of HD DVD titles for the first quarter. Already in stores is Zodiac, which quietly shipped to retailers during CES — the HD DVD Promotional Group’s self-imposed quiet period. Next is Into the Wild, Sean Penn’s acclaimed adaptation of an inspirational true story, which arrives in stores March 4, along with the drama Things We Lost in the Fire. DreamWorks Animation’s animated hit Bee Movie is next, coming March 11 with hours of extras, including Web-enabled downloadable features such as a “Build a Bee” avatar. The HD DVD also comes with a picture-inpicture storyboard reel, customizable menus, a trivia track and an interactive exploration of the world of bees. Slated for later in the quarter, with no release date yet set, are The Kite Runner and “The Jack Ryan Collection,” the latter a set of four thrillers starring the fictional CIA operative: The Hunt for Red October, Clear and Present Danger, Patriot Games and The Sum of All Fears. Universal Studios also announced its intent to continue releasing HD DVD titles this year, including American Gangster, coming Feb. 19 as a combo disc. The HD DVD comes with a wealth of interactive features, many of them Web-enabled. Ken Graffeo, Universal’s EVP of HD strategic marketing, said the studio was “very encouraged” by Toshiba’s recent player price drops and believes it will spur HD DVD software sales, particularly on the new release front. The product announcements come in a week when the top 10 high-definition disc sellers are all Blu-ray Disc releases, according to an analysis of Nielsen VideoScan First Alert sales numbers by Home Media Magazine’s market research department. Net HD DVD sales, according to Nielsen, constituted only 15% of high-def disc sales last week. And the top HD DVD seller, The Kingdom, sold just 10% as many copies as the top Blu-ray Disc release, 3:10 to Yuma. JUST ANNOUNCED A Weekly Product Update* American Gangster STREET DATE Enchanted BOX OFFICE (MILLIONS) Beowulf TITLE PREBOOK GENRE PRICE American Gangster 2/19 Now $129.8 Thriller DVD $29.98, HD DVD $39.98 Universal. 2007. Denzel Washington, Russell Crowe, Chiwetel Ejiofor, Cuba Gooding Jr., Josh Brolin. A detective tries to bring down a drug empire. A three-disc extended-edition DVD is available at $34.98. Enchanted 3/18 1/22 $122.5 Comedy DVD $29.99, BD $34.99 Disney. 2007. Amy Adams, Patrick Dempsey, Susan Sarandon, James Marsden. A princess from a fantasy kingdom finds herself transported to New York City. Includes deleted scenes, bloopers and two featurettes. The Blu-ray has the special quiz feature “The D-Files,” which reveals hidden videos. Beowulf (Director’s Cut) 2/26 Now $81.7 Fantasy DVD $29.99, HD DVD $39.99 Paramount. 2007. Voices of Angelina Jolie, Anthony Hopkins, Ray Winstone, Robin Wright Penn, John Malkovich. A CG-animated retelling of a great hero who must face both real and internal demons. The two-disc HD DVD includes a number of exclusive special features. Mr. Magorium’s Wonder Emporium 3/4 2/6 $31.6 Family DVD $29.98 Fox. Dustin Hoffman, Natalie Portman, Jason Bateman. An insecure young woman who manages a fantastical toy store is bequeathed the store when the eccentric owner dies. August Rush 3/11 2/5 $30.7 Drama DVD $28.98, BD & HD $35.99 Warner. 2007. Freddie Highmore, Keri Russell, Jonathan Rhys Meyers, Robin Williams, Terrence Howard. A musically gifted orphan tries to find his birth parents. Includes deleted scenes. Awake 3/4 1/22 $14.2 Thriller DVD $28.95 Genius/Weinstein. Jessica Alba, Hayden Christensen, Terrence Howard. A man must experience his own operation while conscious when his anesthesia doesn’t work. Includes a commentary, seven deleted scenes, a behind-the-scenes featurette and storyboard-to-film comparisons. The Seeker 3/18 2/20 $8.8 Fantasy DVD $29.98 Fox. Alexander Ludwig, Ian McShane, Frances Conroy, Gregory Smith, Christopher Eccleston. A seemingly regular 14-year-old discovers he’s the last in a line of ancient warriors, leading him to embark on a magical, time-travelling journey. Trailer Park Boys: The Movie 4/22 3/25 $3.9 Comedy DVD $24.98 Universal/Screen Media. 2008. Robb Wells, John Paul Tremblay, Mike Smith. Three trailer park residents end up in prison. Upon serving their time, they decide to steal a large amount of untraceable coins. Includes deleted scenes, behind-the-scenes footage and interviews. Margot at the Wedding 2/19 Now $1.9 Comedy DVD $29.99 Paramount. Nicole Kidman, Jennifer Jason Leigh, Jack Black. A woman attends her sister’s wedding to try to salvage their relationship. Includes a featurette with Leigh and director Noah Baumbach. Wristcutters: A Love Story 3/25 2/27 $0.4 Fantasy DVD $26.98 Lionsgate. 2007. Patrick Fugit, Shannyn Sossamon, Tom Waits, Will Arnett. A young man who has committed suicide sets off to find his ex-girlfriend, who also has committed suicide, in an absurdist purgatory. Includes a commentary, deleted scenes, a making-of featurette and a storyboard. The Deal 3/11 1/29 Cable Drama DVD $22.95 Genius/Weinstein. 2007. Michael Sheen, David Morrissey. Directed by Stephen Frears (The Queen), this film explores the relationship between former British Prime Minister Tony Blair and his successor, Gordon Brown. Includes a featurette with Frears, a commentary, and biographies on Blair and Brown. Five Days 3/11 2/5 Cable Thriller DVD $29.98 HBO Video. 2007. A five-part miniseries about a mother who goes missing. Her abandoned children also go missing, leading to an extensive police investigation. Alpha Male 3/18 2/21 DTV Drama DVD $27.98 ThinkFilm. 2006. Danny Huston, Jennifer Ehle, Mark Wells, Amelia Warner. A family deals with the sudden death of its breadwinning patriarch. April Fool’s Day 3/25 2/21 DTV Horror DVD $24.96 Sony Pictures. 2008. Taylor Cole, Scout Taylor-Compton, Josh Henderson. After a girl accidentally dies in a prank, those around her start to die off in horrible ways. * In order of box office, then prebook date Home Media Magazine January 20–26, 2008 http://www.homemediamagazine.com
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