Warner Home Video has said this week that it has partnered up with LG and Sony to offer 3D Blu-rays bundled with select Blu-ray 3D players, 3D HDTVs and 3D projectors.
A few of the new 3D Blu-rays being bundled are Imax Under the Sea 3D, Imax Space Station 3D and Imax Deep Sea 3D.
The move marks the first time Warner has bundled 3D titles with third-party products.
Consumers in both the U.S. and Canada who purchase the LG BX580 or BX585 3D network Blu-ray players by the end of the year are eligible for Under the Sea 3D.
Buyers in Europe, Asia, South America and Central America who purchase any LG Blu-ray 3D player, Blu-ray 3D home theater, 3D projector or 3D HDTV will get Space Station 3D.
“Imax is simply the best in 3D, and these visually stunning titles are perfect for consumers who want to take full advantage of and show off their new Blu-ray 3D home theater systems,” adds WHV VP Dorinda Marticorena.
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Despite the large growth of Blu-ray on the whole over the past two years, a few studios have scaled back on their TV series releases in Blu-ray, rolling back to DVD-only releases.
A few of the series in question are Nip/Tuck, Rescue Me and Damages, popular on TV but apparently not as popular on BD.
Overall, TV series on Blu-ray sell only 5 percent of the copies they do on DVD, compared to 15-25 percent for most new releases in both formats.
The discrepancy in sales can mainly be attributed to the larger pricing differences, which can be over $10 for most releases. For example, the price difference of a DVD and Blu-ray of a new release (such as Harry Potter 6) can be under $5 while most, if not all TV series have a difference of over $10, with some as high as $20 for premium cable channel programming.
“The significant amount of content and multiple discs make the financial model challenging for many TV series on Blu-ray and is a significant reason for the methodical approach studios are taking to release product,” added Rosemary Markson, VP of TV marketing for Warner Home Video, via VB. “Unfortunately, Nip/Tuck Blu-ray sales were insufficient to continue releasing in the format.”
Some TV shows outperform however, but not enough for the entire industry to remain in Blu-ray at this point.
“Over half of our Mad Men copies sold on Blu-ray,” noted David Barker, VP of e-commerce marketing at DeepDiscount.com. “But there’s The Office, with a $69.99 SRP Blu-ray and $59.99 SRP DVD, where just under 5% of copies sold in high-def.”
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Warner Home Video has announced they will be offering Blu-ray Disc revenue-sharing through Rentrak, a company that provides transactional media measurement and analytical services to the entertainment and media industries.
The deal was not fully disclosed, but it seems like rental outlets will have to sign up for Warner’s DVD revenue-sharing offer first before they can get the same luxury for BD.
Sony Pictures Home Entertainment and Lionsgate are the only other major studios to offer the BD revenue sharing, but a few indies are said to be contemplating as well, including Summit Home Entertainment, Anchor Bay Entertainment, E1/Koch and Magnolia Home Entertainment.
“Warner has developed an impressive track record with respect to creating and marketing film properties that resonate with the consumer,” adds Marty Graham, president of the home entertainment division at Rentrak, via VB. “We are thrilled to be able to offer both Warner’s DVD and Blu-ray Disc new release content to retailers participating in our revenue-sharing program.”
Rentrak adds that BD rentals are up 50 percent this year.
