No Country Blu-ray sales on the rise

By Susanne Ault -- Video Business, 3/21/2008

MARCH 21 | Oscar Best Picture winner No Country for Old Men also is a winner on Blu-ray Disc.

Retailers report that the Walt Disney Studios Home Entertainment March 11 release is generating 10% to 15% of its sales on Blu-ray, which is higher than the average 5% to 10% on major day-and-date DVD/BD new release.

DeepDiscount.com, Newbury Comics and Virgin Megastores all report No Country skewing higher Blu than other titles.

Store managers attribute No Country’s Blu-ray muscle to both the caché of the Oscar-decorated title and the fall of the HD DVD format.

Disney did not comment.

“We did over 100 on Blu-ray, and over 1,000 [overall] in the first week No Country was on sale,” said Ian Leshin, buyer for Newbury’s 27 New England stores. “That’s a big number. Since the HD DVD side of things folded, we have seen a marked improvement in Blu-ray sales. [Customers] are feeling comfortable buying into the format.”

David T. Barker, VP of ecommerce marketing for DeepDiscount parent Infinity Resources, said, No Country “is running at about 15% Blu-ray, which is stronger than normal. The format is certainly on the rise, but in my opinion, it’s the strength of the title.”

Retailers expect BD to continue to be an increasing part of titles’ sales. Barker also thought Disney’s March 18 release Enchanted should enjoy BD heft, as 8% of its sales were in the format on street date at DeepDiscount.

“We’re seeing key new release titles on Blu-ray, like No Country, exceed 10% of total sales,” said Chris Anstey, Virgin senior product manager. “This trend will continue on new releases as the format gradually comes into its own.”