Dante’s Cove builds its audience
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Cable series' second-season DVD to outsell first season
By Susanne Ault -- Video Business, 6/15/2007
JUNE 15 | It’s rare that a second-season TV DVD sells more than the first season, but Liberation Entertainment is on track to double its first-season sales of Dante’s Cove with the cable series’ second installment.
Liberation, which distributes through Genius Products, sold more than 30,000 copies of season one of Dante’s Cove. Although low for a primetime TV title, that performance is respectable for a racy niche TV series, billed as a gay version of Melrose Place.
Liberation is counting on the second season of Dante’s Cove, which bowed on June 5, to sell about 60,000 units, due to more aggressive marketing and greater household penetration of cable’s Here! Network, which runs Dante’s Cove.
Liberation ramped up marketing activities behind the second-season release, including the supplier’s first ‘Subway Station Domination’ campaign.
“We took over one of the New York stops with signage and posters for the show, which advertised the DVD and season three of Dante’s Cove, which premieres later in the year on Here!,” said Jay Boberg, Liberation CEO. “The Here! Network is now in 50 million homes, where [during the bow of season one], the show was just in 25 million homes.”
Normally, suppliers expect some fall-off in subsequent TV season releases. But, “I think we can double season-one sales,” said Boberg.
Retailers are responding to greater buzz surrounding Dante’s Cove, with Amazon.com and TLA.com ordering 20% more copies of season two than season one for street date, according to Liberation.
Dante’s Cove’s second season peaked within the Top 25 DVD sellers at Amazon.com, trumping the first installment, which failed to break through the site’s Top 100 rankings when it debuted in August.
Likely boosting its performance there was a minisite Liberation created for the second season, www.DantesCoveOnDVD.com, where fans could send show-themed postcards to friends as well as directly link to buy the title at Amazon.com.
Also with this latest Dante’s Cove edition, Liberation ran its first TV advertising for a Here! title. Ads also were placed across Here!’s 15 Web properties and such national gay print publications as The Advocate and Out.
