Universal builds bridge to Web shop on Evan Almighty

Studio’s first HD DVD e-commerce feature is about ‘showing how far we can go’

By Susanne Ault -- Video Business, 10/3/2007

Designed to play off the movie’s environmental theme, this Web-enabled interactivity links consumers to a new ‘U-Shop’ feature where they can purchase a variety of green-friendly products. Consumers use their HD DVD player remote control to access the U-Shop, typing in their credit card information to buy such items as a solar radio for $17 or a spinning composter for $179. Traditional film memorabilia, such as Evan Almighty T-shirts for $22, also are available. Consumers connect to the U-Shop by way of the Ethernet port standard on all HD DVD players.

People also can create U-Shop accounts at www.universalhidef.com, but final product purchases must be made through the HD DVD.

Warner Home Video was the first studio to offer such advanced Web interactivity with the sale of ringtones and wallpaper on its 300 HD DVD. Evan Almighty builds upon 300 because of the relatively large selection of merchandise.

Universal does not view U-Shop as a new revenue stream, but the studio hopes it is underscoring the innovative nature of the HD DVD format. To date, no Blu-ray title has been released that boasts similar Web-enabled interactivity.

“This isn’t e-commerce from a revenue standpoint, but it’s about the technology and showing how far we can go,” said Ken Graffeo, Universal executive VP of marketing and co-president of the North American HD DVD Promotional Group.

Graffeo and Microsoft HD DVD evangelist Kevin Collins demonstrated Evan Almighty HD DVD interactivity on the Universal lot on Tuesday.

HD DVD adopters are already proving they want Web-enabled features, said Graffeo. On the Aug. 28 street date of the season-one Heroes HD DVD, 40% of buyers immediately registered themselves to access the title’s Web offerings. Heroes interactivity includes downloadable trailers and exclusive, personalized content relating to the official Heroes Web site.

Universal is already refreshing its HD DVD Web product with downloadable content not included at street date. Several days ago, the studio posted three new Heroes second-season trailers to the Heroes HD DVD download section. The ability to constantly update titles’ bonus features is one of the advantages studios see with Web connectivity on high-definition discs.

Although Universal is proud of its gains with the HD DVD format, Graffeo noted that upcoming marketing for the format will focus on overall high-definition education rather than interactivity breakthroughs.

“The issue is ‘What is HD?’” said Graffeo. “The studies show that consumers are confused about what it is. If they don’t even understand what high-def is all about, bonus features don’t mean anything.”

Graffeo cited recent NPD Group research revealing that upconverting standard-definition players are currently outselling Blu-ray and HD DVD players combined by 10 times.

However, Universal executives are still optimistic about what else they can accomplish with Web-enabled features. One idea is eventually inviting advertisers to participate in updating their involvement with interactivity.

“Advertisers look at movies in terms of product placement,” said Graffeo. “Imagine car scenes in a movie and [providing an option] for people to get more information about upcoming car models. The models can be updated [as many times as a manufacturer wants].”

The Evan Almighty HD DVD, debuting day and date in standard definition, also will carry such exclusive features as the step-by-step guide Ark Building for Dummies and picture-in-picture interviews and behind-the-scenes footage.

“With the release of Evan Almighty on HD DVD, we’re introducing U-Shop, a new level of Web-enabled experiences only HD DVD can provide,” said Craig Kornblau, president of USHE and Universal Pictures Digital Platforms. “The guaranteed features on every HD DVD player allow us to explore the world beyond what’s possible on a physical disc and redefine the home movie experience.”