This weekend is the showdown for the power of DVD marketing. Both Star Wars Episode II and The Lord of the Rings are being released on DVD and video. This in the shadow of the second installment of the Harry Potter saga in theatrical release this weekend. Those who have followed Thinking for the last few months will recall previous pieces on DVD movie marketing. These offerings are classic examples of the current practices in DVD marketing. Both are chuck full of extra scenes and documentary pieces on the making of these epic sci-fi tales. The Lord of the Rings reportedly even includes a coupon for one ticket to the theatrical release of the next installment of the trilogy due out this December. This also has become a staple of DVD marketing. Discs of films with impending releases of sequels include movie passes. Is the inclusion of a single ticket with the Lord of the Rings offering, while others include two tickets, a social comment on the reportedly geekish appeal of the famous sci-fi tales penned by J.R.R. Tolkien? I usually take a date to the movies. Hmmm.

So What Business are Theatres in?

Seeing the studios relying heavily on the inclusion of extra footage or deleted scenes as enticements to purchase the movie makes me wonder how long it will be until the theatrical release of a film is more blatantly shaped as a "commercial" promoting the DVD. Will there be a crawl or a pop up at the bottom of the screen saying "Find out more about the making of this scene on the DVD." or will there be cliff-hangers at the end of the movie that will be resolved by added footage in the DVD? Moves like these seem inevitable given the huge revenues generated by DVD sales. Increasingly, movies are generating more revenue in DVD sales then theatrical releases. So, movie theatres, what business are you really in? Are you in the business of renting seats and air-conditioning in 90-120 minute increments or are you in the movie entertainment business? Why do you not sell DVDs? Why donít you partner with Netflix to offer "also like" DVDs to moviegoers in theatre lobbies? Why not collect $20 from moviegoers who just saw the latest blockbuster and send them home with 5 DVDs (and postage paid return envelopes) featuring similar movies, other movies by the same director or featured actors, or the original of remakes. Netflix would increase their customer base and moviegoers would have an expanded entertainment experience. Netflix be nimble, Netflix be slick Blockbuster and Walmart.com are coming on quick.

How long until the DVD of the movie you just saw is available for purchase on your way out of the theatre? That would cut down the wait to find out the resolution to that cliff hanger the movie ended with.

Paging Ford Motor Company and my local Ford dealer

Please tell me that we are going to see Thunderbirds parked in front of theatres showing the new James Bond movie. Test drives in the parking lot would be too much to ask, wouldnít it?

An Experiment at Toys R Us
Toys R Us is offering coupons when you attend a Harry Potter screening. These coupons can be scanned at local Toys R Us stores for discounts on Harry Potter toys. An interesting marketing tie in. I'm not a supporter of the Harry Potter scene but Toys R Us is figuring out how to get close to moviegoers.