Magnolia opens to sports with HDNet Fights line
By Susanne Ault -- Video Business, 5/1/2008
MAY 1 | Magnolia Home Entertainment is jumping into the sports genre ring for the first time with HDNet Fights, making the supplier the latest contender in the competitive mixed martial arts category.
Magnolia's first HDNet Fights title bows May 15.
Featuring MMA matches from the HDNet network, Magnolia hopes to street one new title in the series each quarter. Matches that run on HDNet span such brands as Maximum Fighting Championship, Dream and International Fight League. However, HDNet Fights titles will exclude IFL fights, which are distributed on DVD by Warner Home Video.
Launched in 2007, HDNet Fights was created by Mark Cuban, who owns the Dallas Mavericks basketball team and is co-founder of Magnolia and the HDNet channel.
Magnolia’s line kicks off on May 15 with HDNet Fights: Fedor Returns.
However, Magnolia’s titles will be butting heads with MMA dominant brand Ultimate Fighting Championship, whose DVDs are distributed by First Look Studios and Navarre.
In April, Image Entertainment also committed to its first MMA titles, including EliteXC matches slated for primetime broadcasts on CBS. Last year, Warner began releasing titles from the IFL, which airs on Fox Sports Net and HDNet.
Magnolia recognizes the crowded field but believes its HDNet Fights content will stand out on shelves.
“Our strategy with the HDNet Fights line is all about the quality versus quantity,” Magnolia DVD head Randy Wells said. “We have the ability to work with the HDNet Fights [channel] team to really cherry pick the best of the best for our line.”
Wells also believes Magnolia’s series will have an advantage in scoring heavy promotion from sister company HDNet.
“HDNet Fights represents some of the most popular programming on HDNet, so we want to inform the viewers of the availability of the DVD release,” said Wells. “Additionally, we’ve incorporated strong online and radio promotions as well as a major publicity outreach campaign.”
In jumping into the MMA arena, Magnolia will not be giving up its signature arthouse releases.
“A key strategy for Magnolia Home Entertainment has always been to offer high-quality content across all genres, from our Academy Award-nominated documentaries, to horror, comedy and powerful dramas,” said Wells.
