Par, Uni tout high usage of HD DVD Web features

Transformers attracts 80,000 online users

By Susanne Ault -- Video Business, 12/4/2007

DEC. 4 | Paramount Home Entertainment and Universal Studios Home Entertainment are touting high usage of the Web-enabled features embedded in their HD DVD titles, including Transformers and Heroes: Season One.

DreamWorks/Paramount’s Transformers has attracted 80,000 unique online users, who connect to the title’s Web features through HD DVD players’ Ethernet ports. Of those, 31% have returned to the Transformers HD DVD for additional content as it became available. As part of the Transformers promotion on HD DVD, Paramount released fresh content for several days after the title’s Oct. 16 bow.

Similarly, Universal’s Heroes, Knocked Up and Evan Almighty all drew 30% of their HD DVD buyers to interact with their respective Web-enabled features.

“We’ve only scratched the surface in offering Web-connected experiences to fans of hit movies and TV shows, so it was great to see so many connecting online for these titles,” said Ken Graffeo, executive VP of HD DVD strategic marketing for Universal Studios Home Entertainment and co-president of the HD DVD Promotional Group. “As more titles from the HD DVD studios include access to downloads, trailers and community pages, the owner of any HD DVD player can take advantage of these Web-connected experiences,” he said.

Chris Saito, VP of worldwide HD DVD marketing for Paramount, added, “Seeing the fan base rally around Transformers, Heroes and other key titles on HD DVD was validation that there’s an interest in extending the movie watching experience.”