The Departed sets high-def benchmark

Warner says it has sold 100,000 units due to dual-format strategy

By Susanne Ault -- Video Business, 5/24/2007

MAY 24 | Warner Home Video is claiming consumer sales of 100,000 units of The Departed on high-def disc, and touting the milestone as evidence that its dual-format strategy is paying off.

WHV released the Oscar-winning title Feb. 13 on HD DVD and Blu-ray Disc, in addition to standard DVD. WHV did not break out the title’s sales by format.

“It’s no accident that Warner is the first studio to reach this benchmark,” said WHV president Ron Sanders. “We owe this success to a combination of great content and our decision to support both high definition formats. By releasing titles on HD DVD and Blu-ray, Warner Home Video not only increases our potential audience reach, but also offers consumers assurance that regardless of the format they choose they can enjoy our movies.”

Paramount Home Entertainment is the only other major studio to release in both formats.

Earlier, Sony Pictures Home Entertainment’s said it shipped more than 100,000 units of Casino Royale on Blu-ray to retailers, but not all those units have sold through.

WHV believes it has released more high-def titles than other studios, and has sold more overall units than any competitor, due to its support of both high-def formats.

Currently, WHV captures a 30% market share of high-def disc business, according to the studio.

In combined HD DVD and Blu-ray sales, WHV’s The Departed and Superman Returns are considered the number one and two highest selling titles in high-def. Others in the top ten are Batman Begins, Happy Feet and Goodfellas, according to the studio.

“High definition represents an incredible opportunity for the industry, and we, as content providers, can help push mainstream adoption by producing in both formats and giving the consumer a simple choice,” Sanders added.

Warner Bros. Home Entertainment Group president Kevin Tsujihara stated it even more strongly in a recent interview with VB sister site, ContentAgenda.com.

“Having both formats in the market has created a competitive environment that is leading to innovation and competitive pricing,” Tsujihara said. “At a time when the home video business is flat and HD media presents our best hope for near term growth our focus as an industry should be on the consumer and creating the most attractive scenario for them.We have a window of opportunity here and if we continue to perpetuate consumer confusion HD media may become the next laser disk.”