DVD Europe 2000 Conference

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Presentation titled "The Business of Enhanced and WebDVD" given by Blaine Graboyes on Monday, 22 May 2005 at DVD Europe 2000 Conference

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DVD Europe 2000 Conference

  1. 2. EXTRA! EXTRA! Maybe? <ul><li>Blaine Graboyes </li></ul><ul><li>COO / Creative Director </li></ul><ul><li>ZUMA </li></ul><ul><li>New York City, USA </li></ul>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
  2. 3. Session 01 - The Busniness Of Enhanced and WebDVD <ul><li>Why add these extras at all? </li></ul><ul><li>Can these extras make money? </li></ul><ul><ul><li>Via higher title prices or backend revenue </li></ul></ul><ul><li>The future of PC and TV integration </li></ul><ul><li>Does anyone watch these extras? </li></ul><ul><li>How can some distributors get away without them? </li></ul><ul><ul><li>i.e. Disney and other studio titles? </li></ul></ul>
  3. 4. Why add ROM and Web extras to DVD-Video movie titles? <ul><li>Provide a more enhanced, interactive experience </li></ul><ul><li>Deliver features unavailable with standard DVD-Video </li></ul><ul><li>Drive viewers DIRECTLY to a related Website </li></ul><ul><li>Deliver up-to-date content, marketing and commerce </li></ul><ul><li>Differentiate titles from competition and VHS releases </li></ul><ul><li>Deliver paid advertising for co-marketing partners </li></ul>
  4. 5. DVD Europe 2000 Conference Monday, 22 May 2000 The Business of Enhanced and WebDVD Can extras make money, via higher prices or backend revenue? <ul><li>The answer seems to be YES! YES! YES! </li></ul><ul><li>Criterion’s Armageddon beat standard release and was one of their HIGHEST revenue products EVER! </li></ul><ul><li>Perfect Blue from Manga Entertainment is currently #6 in the US Top Ten thanks to an extensive DVD-Video treatment </li></ul><ul><li>Backend commerce is NOT exploited yet, but watch out! </li></ul><ul><ul><li>Purchase other titles, video and audio equipment, etc. </li></ul></ul><ul><ul><li>Market other products such as food, clothes, books, etc. </li></ul></ul>
  5. 6. DVD Europe 2000 Conference Monday, 22 May 2000 The Business of Enhanced and WebDVD Drive viewers DIRECTLY to a related website <ul><li>Must hold the hands of viewers to connect them to a related site </li></ul><ul><ul><li>Skip the disconnect between the TV and PC </li></ul></ul><ul><li>MAJOR Direct Response rates of 20 – 60% </li></ul><ul><ul><li>Dramatically increase retention rates at Websites </li></ul></ul><ul><li>Integrate Web and database content with full screen DVD-Video </li></ul><ul><ul><li>Deliver BROADBAND NOW! </li></ul></ul><ul><ul><li>Video trailers and previews at commerce sites </li></ul></ul><ul><ul><li>Pay-per-view and special events </li></ul></ul>
  6. 7. Differentiate titles from competition and VHS releases <ul><li>Major studios could afford to release JUST a top movie title </li></ul><ul><ul><li>However, this is changing VERY QUICKLY! </li></ul></ul><ul><li>Viewers now expect a higher level of interactive entertainment </li></ul><ul><ul><li>Viewers do NOT understand the NATURE of DVD-Video features </li></ul></ul><ul><li>Various releases of Public Domain titles with different features </li></ul><ul><li>DVD to subsume VHS as costs lower and players ubiquitous </li></ul>
  7. 8. Deliver paid advertising for co-marketing partners <ul><li>SAMPLE PROJECTS FROM ZUMA DIGITAL </li></ul><ul><ul><li>NUON demo disc contains Miramax Scream Box Set trailer </li></ul></ul><ul><ul><li>Playboy disc in magazine to drive online and print subscriptions </li></ul></ul><ul><ul><li>Manga titles contain trailer reels and PSAs for Palm Pictures </li></ul></ul><ul><li>Not widely used TODAY but to become popular in the FUTURE </li></ul><ul><ul><li>Music and movie companies with marketing projects </li></ul></ul><ul><ul><li>Co-marketing with clothing, cosmetics, publications, etc. </li></ul></ul>
  8. 9. DVD Europe 2000 Conference Monday, 22 May 2000 The Business of Enhanced and WebDVD Sample DVD Projects from ZUMA DIGITAL <ul><li>Perfect Blue – extensive DVD-Video + Weblink and ROM </li></ul><ul><li>Martha Stewart – magazine, TV and Web co-marketing </li></ul><ul><li>Calvin Klein – WebDVD catalogue </li></ul>
  9. 11. Session 02 – Easter Eggs and Hidden DVD-Video Features <ul><li>What are Easter Eggs and why include them? </li></ul><ul><li>Does anyone even know they are there? </li></ul><ul><li>Can they be added on a budget? </li></ul>
  10. 12. What are DVD-Video Easter Eggs? <ul><li>An Easter Egg is an hidden link to additional content </li></ul><ul><li>Content can be hidden in various ways; invisible buttons, key code entry, games, etc. </li></ul><ul><li>Easter Eggs can be video, audio, stills or interactive content </li></ul><ul><li>Include Easter Eggs to extend the interactive experience and to create an underground buzz about the product </li></ul>
  11. 13. Does anyone even know they are there? <ul><li>The answer is YES and NO, isn’t that how it should be? </li></ul><ul><li>Weblinks to a site with user capture and info to unlock </li></ul><ul><ul><li>Motion Worker for Palm Pictures </li></ul></ul><ul><li>ZOOMLinks and Follow The White Rabbit </li></ul><ul><ul><li>Interaction during the main video program </li></ul></ul><ul><li>Need to develop mechanisms for user demographics </li></ul><ul><ul><li>Find an Easter Egg, link to Website, register, and get a FREE gift </li></ul></ul><ul><ul><li>Or the other way, register at Web and get the code to unlock disc </li></ul></ul>
  12. 14. Can they be added on a budget? <ul><li>ABSOLUTELY YES! </li></ul><ul><li>Use footage such as outtakes, deleted and behind scenes, etc. </li></ul><ul><ul><li>Red Shoe Diaries – Includes both Easter Eggs and ZOOMLinks </li></ul></ul><ul><ul><li>McGarigles – ZOOMLinks to interview footage </li></ul></ul><ul><li>Reuse program content in a new format or context </li></ul><ul><ul><li>Red Shoe Diaries - Video trivia answers replay scenes from program </li></ul></ul>

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