DVD Europe 2000 Conference

EXTRA! EXTRA! Maybe?
Blaine Graboyes
COO / Creative Director
ZUMA
New York City, USA
ZUMA is actually TWO companies * ZUMA DIGITAL – Design and Production Create entertainment, presentation and museum projects * ZUMA RESEARCH – Research and Development Create new software and hardware products

Session 01 - The Busniness Of Enhanced and WebDVD
Why add these extras at all?
Can these extras make money?
Via higher title prices or backend revenue
The future of PC and TV integration
Does anyone watch these extras?
How can some distributors get away without them?
i.e. Disney and other studio titles?

Why add ROM and Web extras to DVD-Video movie titles?
Provide a more enhanced, interactive experience
Deliver features unavailable with standard DVD-Video
Drive viewers DIRECTLY to a related Website
Deliver up-to-date content, marketing and commerce
Differentiate titles from competition and VHS releases
Deliver paid advertising for co-marketing partners

DVD Europe 2000 Conference Monday, 22 May 2000 The Business of Enhanced and WebDVD Can extras make money, via higher prices or backend revenue?
The answer seems to be YES! YES! YES!
Criterion’s Armageddon beat standard release and was one of their HIGHEST revenue products EVER!
Perfect Blue from Manga Entertainment is currently #6 in the US Top Ten thanks to an extensive DVD-Video treatment
Backend commerce is NOT exploited yet, but watch out!
Purchase other titles, video and audio equipment, etc.
Market other products such as food, clothes, books, etc.

DVD Europe 2000 Conference Monday, 22 May 2000 The Business of Enhanced and WebDVD Drive viewers DIRECTLY to a related website
Must hold the hands of viewers to connect them to a related site
Skip the disconnect between the TV and PC
MAJOR Direct Response rates of 20 – 60%
Dramatically increase retention rates at Websites
Integrate Web and database content with full screen DVD-Video
Deliver BROADBAND NOW!
Video trailers and previews at commerce sites
Pay-per-view and special events

Differentiate titles from competition and VHS releases
Major studios could afford to release JUST a top movie title
However, this is changing VERY QUICKLY!
Viewers now expect a higher level of interactive entertainment
Viewers do NOT understand the NATURE of DVD-Video features
Various releases of Public Domain titles with different features
DVD to subsume VHS as costs lower and players ubiquitous

Deliver paid advertising for co-marketing partners
SAMPLE PROJECTS FROM ZUMA DIGITAL
NUON demo disc contains Miramax Scream Box Set trailer
Playboy disc in magazine to drive online and print subscriptions
Manga titles contain trailer reels and PSAs for Palm Pictures
Not widely used TODAY but to become popular in the FUTURE
Music and movie companies with marketing projects
Co-marketing with clothing, cosmetics, publications, etc.

DVD Europe 2000 Conference Monday, 22 May 2000 The Business of Enhanced and WebDVD Sample DVD Projects from ZUMA DIGITAL
Perfect Blue – extensive DVD-Video + Weblink and ROM
Martha Stewart – magazine, TV and Web co-marketing
Calvin Klein – WebDVD catalogue

Session 02 – Easter Eggs and Hidden DVD-Video Features
What are Easter Eggs and why include them?
Does anyone even know they are there?
Can they be added on a budget?

What are DVD-Video Easter Eggs?
An Easter Egg is an hidden link to additional content
Content can be hidden in various ways; invisible buttons, key code entry, games, etc.
Easter Eggs can be video, audio, stills or interactive content
Include Easter Eggs to extend the interactive experience and to create an underground buzz about the product

Does anyone even know they are there?
The answer is YES and NO, isn’t that how it should be?
Weblinks to a site with user capture and info to unlock
Motion Worker for Palm Pictures
ZOOMLinks and Follow The White Rabbit
Interaction during the main video program
Need to develop mechanisms for user demographics
Find an Easter Egg, link to Website, register, and get a FREE gift
Or the other way, register at Web and get the code to unlock disc

Can they be added on a budget?
ABSOLUTELY YES!
Use footage such as outtakes, deleted and behind scenes, etc.
Red Shoe Diaries – Includes both Easter Eggs and ZOOMLinks
McGarigles – ZOOMLinks to interview footage
Reuse program content in a new format or context
Red Shoe Diaries - Video trivia answers replay scenes from program

DVD Europe 2000 Conference

by Blaine Graboyes on May 18, 2009

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DVD Europe 2000 Conference — Presentation Transcript