Added-content DVDs: Nice timing for awards

Releases give films more exposure in eyes of voters, critics.

By Ann Donahue -- Video Business, 12/23/2002

DEC. 23 | While the fourth-quarter holiday shopping season is traditionally the biggest push in the home video market--an estimated $4 billion in revenue will be generated this year--it also serves as a convenient reminder to awards voters about worthy films that were released theatrically earlier in the year.

"Of course it's always the movie first, but you can see how a spectacular DVD release timed in November or December enhances the attributes of any contender," said Steven Feldstein, senior VP of marketing and communications at Fox.

Two titles in particular, 2000's Gladiator and 2001's Moulin Rogue, are thought to have benefited immensely during awards time from swanky DVD releases that hit stores near the end of the year.

According to Academy of Motion Picture Arts & Sciences rules, voting members when deciding their vote may consider only DVD versions of movies that are unencumbered by extra features such as behind-the-scenes documentaries or interviews with cast and crew--or even critics' blurbs on the jackets. In reality, however, it's not that hard to trot down to the local store and get the special edition of a particular DVD.

"Let's be realistic," said one home video executive. "It's timed to capitalize on the heat and generate chatter."

Studios certainly keep in mind the Feb. 25 voting deadline for Oscar nominations, and a number of possible contenders are due out before then.

For instance, among those bidding for the animated feature nomination are recent releases' Spirit: Stallion of the Cimarron from DreamWorks, Fox's Ice Age and Disney's Lilo & Stitch, which came out in early December.

For visual effects and technical awards, studios are positioning features including November releases Reign of Fire, Spider-Man, Men in Black II and December titles K-19: The Widowmaker, Stuart Little 2 (also eligible for the animation award) and XXX.

About a Boy from Universal and Minority Report from DreamWorks recently came out in full screen edition DVDs, while Y Tu Mama Tambien from MGM was released an unrated version this month.

For DVDs due out in the first quarter of 2003, several studios already are providing screener copies to the press, hoping to generate buzz about the feature for end-of-year top 10 lists and stories about Oscar contenders.

Among those sending out screeners loaded with extra material is Fox Searchlight, which is touting The Good Girl and One Hour Photo before their official video releases in February (VB, 10-28). DreamWorks will release Road to Perdition just before Oscar voting closes Feb. 25, with extras including deleted scenes and commentary. Journalists also recently found DVDs of Disney's spring release The Rookie in their mailboxes, with no explanation attached, just in time for those end-of-the-year roundups.

Reported by Daily Variety for Reed Business Information

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