bwana-beast
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Found this short article in a video trade journal that discusses Sony's action DTV program from the past few years fueled by multiple releases from stars like Seagal, Van Damme and Lundgren:
Sony develops DVD premieres with notable names
By Wendy Wilson and Laurence Lerman -- Video Business, 2/15/2008
FEB. 15 | Sony has quietly developed a notable business bringing out DVD premiere action titles featuring stars that graced theatrical marquees in the late ’80s and ’90s, including Dolph Lundgren, Steven Seagal and Jean-Claude Van Damme.
The trio has continued to kick ass for Sony into the new millennium. Seagal has locked and loaded in some dozen Sony DVD premieres in the past five years, including The Foreigner (2003), Out of Reach (2004), Submerged (2005), Attack Force (2006), Urban Justice (2007) and the upcoming Pistol Whipped,due March 4.
Van Damme’s fists have flown in seven others, beginning with 2001’s The Order and up through 2007’s Until Death and the soon-to-be-released The Shepherd, also due March 4, while Lundgren has let loose in The Mechanik (2005), last month’s Missionary Man and the upcoming Diamond Dogs, due in April.
The studio’s ongoing relationship with these stars—run in large part out of Sony’s in-house production and acquisitions label, Stage 6 Films—creates product that appeals to an established niche fan base in the U.S. and abroad. Stage 6 releases between 10 and 15 films each year.
Jennifer Anderson, VP of marketing for Sony Pictures Home Entertainment, said that recent action titles such as Missionary Man, starring Lundgren, or Pistol Whipped, with Seagal, are still securing millions for production costs because, quite simply, they still sell.
“We have a strong rental presence and they definitely perform well for us in that category, but we’re also investing a lot of time in deciding how they’re going to do at a Wal-Mart, a Best Buy, a Circuit City and a Trans World,” she said. “Rental is definitely a significant portion of the business for us, but so is sell-through.”
According to Rentrak, Seagal, Van Damme and Lundgren films released since 2005 have generated about $90 million combined on consumer spending on rentals and purchases. All but three of the 16 titles released in that time period were from Sony.
“I have an instantly recognizable face, and I suppose if people see someone they recognize in one of these titles, they’re more apt to pick it up,” Dolph Lundgren told VB in a recent interview.
In addition to starring in the Sony DVD premieres Missionary Man and Diamond Dogs (due in April), Lundgren directed and co-produced the pair, along with directing 2006’s The Mechanik, also distributed by Sony.
“You get a little more latitude and a little more ability to get things financed,” said Lundgren, who puts the cost of each picture at “$5 million to $7 million” with a shooting schedule of about four weeks. “The risk and budget aren’t as severe, but you do want to satisfy the fans and distributors.”
Video premiere actioners with proven talent are consistent sellers abroad as well.
“These titles help round out our product slate and hit the genre sweet spot for the core DVD buyer,” said Alison Biggers, senior VP of international marketing for Sony. “They are perfect to feed the rental market in territories like Brazil. Because of the steady flow, we are able to develop ongoing targeted consumer programs like our Web sites for Fight Factory Films in the U.K. and Planet Action in Germany.”
Taken together, these contemporary video premieres become a new catalog for the company, one that functions in the same ways—and with the same potential for profit—as catalog product with a theatrical release.
“When a new one comes out, it’s a new opportunity for the catalog, whether it’s a re-price or being merchandised in a particular way with retailers,” Anderson said.
Publicity is key to the success of these video premieres. With limited marketing dollars and little or no theatrical exposure, studios rely on the involvement of the talent to help promote their projects in the press. Lundgren did satellite radio interviews and several interviews for online publications for Missionary Man.
Sony is looking ahead to the future of this niche now, developing relationships with actors who enjoy a loyal fan base and name recognition with the potential staying power as a video premiere hero. March 18 release Conspiracy, an action vehicle for Val Kilmer, is one title Sony’s home entertainment team will be watching with interest.
“We’re always looking for who can be our next action star and we’re excited to have our next release with Val,” Anderson said.
Sony develops DVD premieres with notable names
By Wendy Wilson and Laurence Lerman -- Video Business, 2/15/2008
FEB. 15 | Sony has quietly developed a notable business bringing out DVD premiere action titles featuring stars that graced theatrical marquees in the late ’80s and ’90s, including Dolph Lundgren, Steven Seagal and Jean-Claude Van Damme.
The trio has continued to kick ass for Sony into the new millennium. Seagal has locked and loaded in some dozen Sony DVD premieres in the past five years, including The Foreigner (2003), Out of Reach (2004), Submerged (2005), Attack Force (2006), Urban Justice (2007) and the upcoming Pistol Whipped,due March 4.
Van Damme’s fists have flown in seven others, beginning with 2001’s The Order and up through 2007’s Until Death and the soon-to-be-released The Shepherd, also due March 4, while Lundgren has let loose in The Mechanik (2005), last month’s Missionary Man and the upcoming Diamond Dogs, due in April.
The studio’s ongoing relationship with these stars—run in large part out of Sony’s in-house production and acquisitions label, Stage 6 Films—creates product that appeals to an established niche fan base in the U.S. and abroad. Stage 6 releases between 10 and 15 films each year.
Jennifer Anderson, VP of marketing for Sony Pictures Home Entertainment, said that recent action titles such as Missionary Man, starring Lundgren, or Pistol Whipped, with Seagal, are still securing millions for production costs because, quite simply, they still sell.
“We have a strong rental presence and they definitely perform well for us in that category, but we’re also investing a lot of time in deciding how they’re going to do at a Wal-Mart, a Best Buy, a Circuit City and a Trans World,” she said. “Rental is definitely a significant portion of the business for us, but so is sell-through.”
According to Rentrak, Seagal, Van Damme and Lundgren films released since 2005 have generated about $90 million combined on consumer spending on rentals and purchases. All but three of the 16 titles released in that time period were from Sony.
“I have an instantly recognizable face, and I suppose if people see someone they recognize in one of these titles, they’re more apt to pick it up,” Dolph Lundgren told VB in a recent interview.
In addition to starring in the Sony DVD premieres Missionary Man and Diamond Dogs (due in April), Lundgren directed and co-produced the pair, along with directing 2006’s The Mechanik, also distributed by Sony.
“You get a little more latitude and a little more ability to get things financed,” said Lundgren, who puts the cost of each picture at “$5 million to $7 million” with a shooting schedule of about four weeks. “The risk and budget aren’t as severe, but you do want to satisfy the fans and distributors.”
Video premiere actioners with proven talent are consistent sellers abroad as well.
“These titles help round out our product slate and hit the genre sweet spot for the core DVD buyer,” said Alison Biggers, senior VP of international marketing for Sony. “They are perfect to feed the rental market in territories like Brazil. Because of the steady flow, we are able to develop ongoing targeted consumer programs like our Web sites for Fight Factory Films in the U.K. and Planet Action in Germany.”
Taken together, these contemporary video premieres become a new catalog for the company, one that functions in the same ways—and with the same potential for profit—as catalog product with a theatrical release.
“When a new one comes out, it’s a new opportunity for the catalog, whether it’s a re-price or being merchandised in a particular way with retailers,” Anderson said.
Publicity is key to the success of these video premieres. With limited marketing dollars and little or no theatrical exposure, studios rely on the involvement of the talent to help promote their projects in the press. Lundgren did satellite radio interviews and several interviews for online publications for Missionary Man.
Sony is looking ahead to the future of this niche now, developing relationships with actors who enjoy a loyal fan base and name recognition with the potential staying power as a video premiere hero. March 18 release Conspiracy, an action vehicle for Val Kilmer, is one title Sony’s home entertainment team will be watching with interest.
“We’re always looking for who can be our next action star and we’re excited to have our next release with Val,” Anderson said.
