Indies ramp up high-def releases
INDIE FILM GUIDE: Image, Tartan stay competitive by getting into format early
By Susanne Ault -- Video Business, 4/21/2008
APRIL 21 | INDIE FILM GUIDE: Indie suppliers are rolling out strategies to get into the Blu-ray Disc format in a cost-effective way.
Tartan’s Oldboy BD outsold its standard-def DVD.
Tartan is syncing up its U.S. and U.K. offices to create efficiencies in the BD production process. It is set to release two BD titles, Lady Vengeance and A Tale of Two Sisters, so far this year. That is up from one in 2007 with Oldboy.
Previously, indies could only release titles on high-definition sparingly because of uncertainty about the choice of two formats. Blu-ray per-unit production costs are considered two to three times more than standard-definition DVD. Major studios, more so than indies, can absorb such a sharp increase in expenses.
But with Blu-ray’s format win over HD DVD, the indie world believes it needs to ramp up BD production to stay competitive.
“I just think in the same way that we were involved early on with DVD, this is the way of the future in packaged goods,” says Garrett Lee, senior VP of product development at Image.
For Image, one big BD focus is concert titles, a category not currently being mined by the majors. Image has five such titles slated through the summer, including June 10 releases Heart Alive and Chicago/Earth, Wind and Fire Live; July 8 releases Roy Orbison: Black and White Night and Moody Blues: Lovely to See You; and Sept. 9 release Barry Manilow Live.
Tartan is reducing BD production expenses by sharing promotional responsibilities and packaging design between its U.S. and U.K. outposts. The supplier already feels successful in its BD operations. Its single BD title, Oldboy, is currently Tartan’s top-selling release, trumping the company’s entire standard DVD product line.
Going forward with one high-def format will ultimately prove advantageous for indies, believes Tartan Video president Tony Borg.
“Starting in the new year, as HD DVD was dying, there was less clutter, and the Oldboy version began outselling its standard DVD version,” Borg says. “The quality of our films, the production values, will be transferring very nicely to high-def.”
Image’s Lee also believes it’s wise to get in early.
“I think there is an advantage with shelf space now, because when the market gets a little more mature, it’s going to be harder to get on shelves with Blu-ray,” says Lee.
