Home Media Magazine - November 9-November 15, 2008 - (Page 14)

DVERTISEMENT ADVERTISEMENT ADVERTISEMENT ADVERTISEMENT ADVERTISEMENT ADVERTISEMENT ADVERTISEMENT Warner Takes Aim at the Masses with New Branded TCM Collection arner Home Video already has the world’s largest film library and frequently plucks gems from its catalog to get the special-edition DVD and Blu-ray Disc treatment. Fans eagerly snap up such immortal classics as Gone With the Wind, The Wizard of Oz and Casablanca, as well as more esoteric titles, many of them bundled in collections revolving around a specific star, director or theme (gangster films, film noir, etc.). But now Warner is bent on broadening the audience for classic films beyond the loyal cadre of film aficionados who collectively have provided the studios with approximately $450 million in annual revenue. The studio is partnering with Time Warner sister division Turner Classic Movies to bring classic films to the masses, capitalizing on the widespread recognition the TCM brand enjoys the world over. The “TCM Greatest Classic Films Collection” will launch next year with a collection of 60 films in 15 themed groups. The first of four waves arrives in stores Feb. 3 and will be heavily promoted on TCM; 12 more themed sets are on deck for 2010, as is the new line’s first Blu-ray Disc release. Jeff Baker, EVP and GM of Warner Home Video’s theatrical catalog division, says the ambitious initiative is aimed at significantly expanding the audience for classic movies to reach the masses who shop at Best Buy, Target, Wal-Mart and other national chains. These shoppers already line up Tuesdays for the hot new theatrical releases; with attractively priced collections of classic movies and the brand-appeal of TCM, they will W be enticed to look beyond the hits, he hopes. “The market for classics is underserviced and underpenetrated by the mass retailers,” he says. “So we tried to come up with a strategy on how to get classic movies in the hands of mainstream consumers. And a partnership with TCM, in which we group popular movies by themes, seemed the logical way. This way consumers can start their own libraries of classic movies without having to pick and choose individual titles, many of which are hard to find. We are doing a lot of the legwork for them; we’re making it easy.” The TCM Greatest Classic Films Collection line launches with three four-film collections. TCM Greatest Classics: Romantic Dramas features Cat on a Hot Tin Roof, A Streetcar Named Desire, Rebel Without a Cause and East of Eden. TCM Classics: Romantic Comedies includes A Philadelphia Story, Bringing Up Baby, Adam’s Rib and Woman of the Year. And TCM Greatest Classics: Oscar Best Pictures features Casablanca, An American in Paris, Gigi and Mrs. Miniver. The 12 films in these three debut sets, each of which carries a suggested list price of just $27.85, have been honored with 32 Oscar wins. Featured stars include James Stewart, Humphrey Bogart, James Dean, Paul Newman, Marlon Brando, Katharine Hepburn, Elizabeth Taylor, Ingrid Bergman and Leslie Caron. The films are bundled in premium keepcase packaging. Orders are due Dec. 30. “Research confirms that 70% of catalog buyers are positively influenced to buy a DVD after seeing the movie on television, so we feel this partnership with our terrific sister company is a natural,” Baker says. “TCM’s airings and promotions reach a broad audience and will most definitely boost awareness of DVD availability. Also, because catalog titles are often purchased in multiples, this will be a great opportunity for classic film fans to build their libraries relatively inexpensively and quickly.” He notes films included in the new line that have previously been issued on DVD will still be available in their original special-edition configurations. “This new line is specifically aimed at winning over new fans,” he says. Charles Tabesh, SVP of Turner Classic Movies, says his company has spent 15 years “building this connection in consumer minds that we are the place to go for classic movies.” He notes that TCM is seen in more than 75 million homes, and its marketing plan in support of the new DVD line will include on-air promotional spots voiced by primetime host Robert Osborne, coverage during TCM Classic Movie News and TCM Shopping, prints ads in the network’s popular Now Playing guide, and ads on tcm.com. “We’re really going to look for great films that appeal to multiple ages, multiple demographics, multiple sensibilities,” Tabesh says. “We’re going to go beyond the film buffs and really take our classics to the masses.” http://www.tcm.com

Table of Contents Feed for the Digital Edition of Home Media Magazine - November 9-November 15, 2008

Home Media Magazine - November 9-November 15, 2008 Contents News High-Def News Electronic Delivery News TV DVD Cine Mercado Reviews Pipeline Research Top 20 DVD Sellers Top 20 Rentals and Top 10 Charts Just Announced

Home Media Magazine - November 9-November 15, 2008

Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page Cover1) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page Cover2) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page 1) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page 2) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page 3) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page 4) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page 5) Home Media Magazine - November 9-November 15, 2008 - Home Media Magazine - November 9-November 15, 2008 (Page 6) Home Media Magazine - November 9-November 15, 2008 - Contents (Page 7) Home Media Magazine - November 9-November 15, 2008 - News (Page 8) Home Media Magazine - November 9-November 15, 2008 - News (Page 9) Home Media Magazine - November 9-November 15, 2008 - High-Def News (Page 10) Home Media Magazine - November 9-November 15, 2008 - High-Def News (Page 11) Home Media Magazine - November 9-November 15, 2008 - Electronic Delivery News (Page 12) Home Media Magazine - November 9-November 15, 2008 - Electronic Delivery News (Page 13) Home Media Magazine - November 9-November 15, 2008 - Electronic Delivery News (Page 14) Home Media Magazine - November 9-November 15, 2008 - Electronic Delivery News (Page 15) Home Media Magazine - November 9-November 15, 2008 - TV DVD (Page 16) Home Media Magazine - November 9-November 15, 2008 - TV DVD (Page 17) Home Media Magazine - November 9-November 15, 2008 - Cine Mercado (Page 18) Home Media Magazine - November 9-November 15, 2008 - Cine Mercado (Page 19) Home Media Magazine - November 9-November 15, 2008 - Cine Mercado (Page 20) Home Media Magazine - November 9-November 15, 2008 - Cine Mercado (Page 21) Home Media Magazine - November 9-November 15, 2008 - Reviews (Page 22) Home Media Magazine - November 9-November 15, 2008 - Reviews (Page 23) Home Media Magazine - November 9-November 15, 2008 - Reviews (Page 24) Home Media Magazine - November 9-November 15, 2008 - Reviews (Page 25) Home Media Magazine - November 9-November 15, 2008 - Pipeline (Page 26) Home Media Magazine - November 9-November 15, 2008 - Pipeline (Page 27) Home Media Magazine - November 9-November 15, 2008 - Top 20 DVD Sellers (Page 28) Home Media Magazine - November 9-November 15, 2008 - Top 20 Rentals and Top 10 Charts (Page 29) Home Media Magazine - November 9-November 15, 2008 - Just Announced (Page 30) Home Media Magazine - November 9-November 15, 2008 - Just Announced (Page 31) Home Media Magazine - November 9-November 15, 2008 - Just Announced (Page 32) Home Media Magazine - November 9-November 15, 2008 - Just Announced (Page Cover3) Home Media Magazine - November 9-November 15, 2008 - Just Announced (Page Cover4) 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