Warner dons Premiere banner
Studio puts Nelson in charge of direct-to-DVD unit
By Susanne Ault -- Video Business, 8/21/2006
AUG. 21 | Diane Nelson has been named president of Warner Premiere, the newly created direct-to-DVD production arm at Warner Bros. Entertainment.
Nelson
Nelson will oversee Warner’s 15 titles a year DVD premiere initiative, first announced in May. Dukes of Hazzard II just wrapped production and is on track to kick off the disc line. The sequel should street in spring 2007.
The Warner Premiere division represents a partnership between Warner Bros. Pictures and Warner Home Video, with the goal of tapping into the growing success of direct-to-disc features (VB, 5-30).
Answering to both sides, Nelson reports to Kevin Tsujihara, president of Warner Bros. Home Entertainment Group, which houses the DVD unit, and Warner Pictures president Jeff Robinov.
Another new development for the made-for-DVD arm is that select Warner films might earn a traditional or limited theatrical berth, in addition to their disc bow. Other projects might score additional digital distribution.
“While the films and shorts produced by Warner Premiere will be produced under a new business model, they will have no creative constraints on them and should not be thought of as low-budget or second-rate in any way,” Robinov said. “We’re creating projects with a very specific mindset, geared to a specific distribution platform, while at the same time trying new creative approaches.”
No follow-up to the Dukes of Hazzard sequel has been unveiled. Yet Tsujihara promises Warner Premiere films are a high priority for the studio.
“Consumers today have more ways than ever to access content, which naturally increases the need for all forms of programming, especially in the DVD originals area,” Tsujihara said. “With Warner Premiere, we’re creating an additional stream of new high-quality, fan-ready DVDs that will be supported by top-notch marketing to help them stand out in the increasingly crowded marketplace.”
Most recently, Nelson worked as executive VP of global brand management at Warner Bros. Entertainment. She maximized distribution windows on such franchises as Harry Potter on a worldwide basis. A Warner veteran for the last 10 years, Nelson also has served as senior VP of domestic theatrical marketing and senior VP of family entertainment at Warner corporate worldwide marketing and planning.
“My goal with Warner Premiere is to continue the studio’s mandate of being a destination for both established and upcoming talent,” Nelson said. “Warner Premiere can provide creative opportunities for writers, producers, directors and talent that may not be available to them within the established studio system.”
