Nancy Drew gets new, interactive version for VOD
By Susanne Ault -- Video Business, 3/11/2008
MARCH 11 | Bolstering its already aggressive video-on-demand strategy, Warner Bros. Digital Distribution today debuted an exclusive version of Nancy Drew to VOD, pay-per-view and download-to-own platforms the same day the film was released on DVD.
The Nancy Drew: Drew's Clues edition has pop-up information.
This digital edition, dubbed Nancy Drew: Drew’s Clues, will come enhanced with clues, trivia and behind-the-scenes info that pop up during the course of the film. For example, viewers can watch for highlighted clues in order to learn how the film’s star detective will solve the case. Pop-up details also reveal that Nancy Drew headliner Emma Roberts performed many of her own stunts.
Warner’s digital division developed the technology, dubbed ‘Movies That Pop.’ The studio has offered the Movies That Pop bonus feature for other digitally delivered films including its December 2005 release of Batman Begins for on demand and PPV.
Nancy Drew: Drew’s Clues marks Warner’s first such beefed-up digital version set for release simultaneously with the title’s DVD street. It also represents the second Warner digital offering where 'Pop' material is spread through the entire film. The first full-fledged 'Pop' version was March of the Penguins released digitally 60 days after its DVD street.
Outlets for Nancy Drew: Drew’s Clues include VOD providers Comcast, Time Warner Cable, DirecTV, among others, which collectively reach 61 million cable and satellite households. Other partners include iTunes' film rental service. Amazon Unbox and Xbox will offer Nancy Drew: Drew's Clues for both digital rental and sell-through.
Since July, Warner has released 15 feature films on VOD day-and-date with DVD.
“As evidenced by consumer research and performance metrics, a simultaneous release across all home entertainment platforms is most effective,” said Michele Edelman, VP of marketing for Warner Digital Distribution. “Our goal is to provide movie fans with maximum choice in how to rent and own our films.”
Edelman said that the studio will be using Nancy Drew: Drew's Clues as a special test case for consumer attraction to 'Pop.' Uniquely, at the same time, the title will be offered in its straight theatrical version on DVD and digitally, and as a 'Pop' edition exclusively digitally.
Already Warner is exploring adding 'Pop' to its physical DVD titles. Plus, the studio is considering pulling films from its library and re-releasing them for digital platforms with the 'Pop' enhancements.
"We're discussing all of that with our home video brethren," said Edelman. "If consumers are demanding the features, we are making them available in many different ways. Depending how all of this goes, we might make 'Movies That Pop' a category for on demand [viewers]. We can take iconic Warner comedy classics and add in the 'Pop' feature."
Nancy Drew was expressly picked for this multi-edition experiment because its youthful production design matched the overall bubble-gum feel of the 'Pop' imagery.
Other past Warner Movies That Pop titles for on demand and PPV include Harry Potter and the Goblet of Fire, Charlie and the Chocolate Factory and V for Vendetta.
“The Movies That Pop model enhances the value proposition of digitally delivered films,” said Stephanie Bohn, marketing director for Warner Digital Distribution. “We anticipate that Nancy Drew: Drew’s Clues will resonate strongly with Nancy Drew fans of all ages as viewers get an inside scoop unavailable elsewhere. We look forward to bringing additional Movies That Pop titles to market in the future.”
In a Nancy Drew promotion, fans can enter to win a $5,000 shopping spree at the store of their choice by visiting the film’s official Web site at www.nancydrew-drewsclues.com.
