Blu-ray, DVD packaged in same box
New, catalog releases offered in combo packages
By Susanne Ault -- Video Business, 2/20/2009
FEB. 20 | In an effort to improve the consumer appeal and utility of the Blu-ray Disc format, an increasing number of studios are packaging a standard DVD copy of the movie with new high-definition releases, particularly on family titles.
MGM and Fox are among studios packaging DVDs in Blu-ray boxes.
Coming up are 20th Century Fox Home Entertainment’s Marley & Me, MGM Home Entertainment’s The Princess Bride and Lionsgate’s Limited Edition T2 Complete Collector’s Set, with a Blu-ray version and two standard discs holding the Extreme Edition DVD and Ultimate Edition DVD of Terminator 2.
Walt Disney Studios Home Entertainment pioneered the practice last fall and has committed to releasing about seven Blu-ray/DVD combination packs this year, beginning with Pinocchio in March and running through Snow White and the Seven Dwarfs in October.
Fox’s March 31 three-disc Blu-ray release of Marley & Me covers all the viewing taste bases, with a standard DVD, Blu-ray and digital copy included in one package, said Mary Daily, the studio’s executive VP of marketing for North America.
“Standard DVD or Blu-ray represents amazing value and amazing quality, but how do we make it more flexible to adapt to the changing lifestyle?” asked Daily. “We’re constantly looking at consumers’ habits.”
Without giving details about other titles, Daily said, “I will say strategically this is going to be our direction for certain movies.”
MGM’s first DVD/Blu-ray combo is the March 17 release of The Princess Bride. Speaking to VB upon the title’s announcement earlier this month, MGM’s executives echoed Daily’s hope to increase the utility of its high-def releases.
“The Princess Bride is a perennial top-selling title in MGM’s catalog and a true family favorite that continues to captivate audiences of all ages,” said Chris Franchino, associate director of marketing at MGM. “The inclusion of a standard DVD copy with the Blu-ray Disc allows fans to experience the magic of the film in high-definition without sacrificing playability on existing standard DVD players in and outside the home.”
Lionsgate’s May 19 Limited Edition T2 Complete Collector’s Set spans six discs, featuring the Blu-ray version as well as two standard discs holding the Extreme Edition DVD and Ultimate Edition DVD of Terminator 2. A digital copy also will be on a disc packed inside.
Separate from the trend of including a DVD copy of the movie with Blu-ray, many studios have packed a DVD containing only a digital copy of the film with Blu-ray releases.
Also streeting May 19 from Lionsgate is a straight Blu-ray release of Terminator 2 that does not include a standard DVD version of the film.
