Dark Knight to break Blu-ray shipping record

Sequel projected for 1 million units to retail

By Susanne Ault -- Video Business, 11/7/2008

NOV. 7 | Warner Home Video’s The Dark Knight is expected to ship more than 1 million Blu-ray Disc units to retail for its Dec. 9 street date, according to sources, which is believed to be a first for the format.

Warner execs declined to comment on the studio’s shipment plans.

Earlier in the quarter, Paramount Home Entertainment said its Iron Man sold 500,000 Blu-ray copies in its first week on shelves, but it’s unclear how many units the studio shipped.

Both titles underscore how far the format has come in a short period of time: Sony Pictures Home Entertainment set a record in March 2007 when it became the first studio to ship 100,000 Blu-ray copies of a title, Casino Royale.

For much of the past year, Blu-ray copies averaged 5% to 10% of a title’s sales. Recent features, including Warner’s Speed Racer and Journey to the Center of the Earth reached more than 10%, and Universal Studios Home Entertainment’s The Incredible Hulk hit more than 14%, according to VB sister publication Variety.

Iron Man’s Blu-ray version represented as much as 30% of sales at some retailers, though overall it was closer to 10%.

Warner knows that with Dark Knight’s wild popularity and Blu-ray-friendly special effects, the title should be a winner at retail. However, the studio will still be greasing the wheel with many software bundling promotions in order to encourage customers to buy Blu-ray players in time for the Dec. 9 Dark Knight bow.

“We have been working with key retailers to put together account specific offers, where we bundle a device or the PlayStation 3 remote with one of our titles, which gives the customers value in return,” said Dorinda Marticorena, Warner senior VP of worldwide marketing and high-def. “You will see a plethora of offers from Warner in November and December.”

She believes that consumers are now especially primed to purchase Blu-ray players, as manufacturers began offering models at new low pricing levels in October. Originally $399 for much of this year, Sony and Samsung BD Live-ready models fell to $299 at the end of September.

Regardless of a tightening economy, October set-top weekly sales are 25% to 50% higher than prior weeks, according to Marticorena.

“We are encouraged about the momentum we are seeing with Blu-ray players in October,” she said.

Overall, Marticorena is confident Dark Knight will shine bright on Blu-ray.

“Given its release date timing and our research, this indicates that a lot of customers are waiting to purchase this title,” she said. “If a household is on the fence about making a Blu-ray player or PS3 purchase, this title can be influential in making that happen.”