I have a serious problem. Seems I can’t pass within a kilometre of JB Hi-Fi without popping in to check out the DVDs. And then the reflexes kick in; I spot a film that interests me, pick it up and flip it over, my eyes instantly drawn to that most desirable of DVD phenomenon: the special features list.
Special features are the DVD equivalent of a free set of steak knives. They’re the final incentive – the bonus ‘thrown-in’ to seal the deal. All you DVD-philes out there know what I’m talking about. ‘Vanilla’ editions (i.e. containing the film only — like a sundae without the nuts and chocolate fudge) should be avoided at all costs. You’re a collector, after all — make sure you’re getting a decent return for your investment.
True, the appeal isn’t solely economic. Film buffs are attracted to the idea of expanding their bank of esoteric movie knowledge. Special features offer a way to do this. The irony is that if you’re anything like me, once you get the DVD home, no matter how noble your intentions, most of these special features don’t even make it off the proverbial shelf.
I’m sure there are people reading this who can’t relate. These are the people who gritted their teeth and waded through every skerrick of additional info on the bloated four-disc extended editions of The Lord of the Rings. They’re people who, yes, have actually watched all three of the ‘alternate endings’ to 28 Days Later.
If you’re one of these people, I’d love to know your secret (is it a Zen thing?). No matter how hard I try, I simply can’t do it. And I’m sure I’m not alone. Given that special features so often seem to get all the use of that extra set of knives you got with your copy of Mediocre Hits of the ’90s, you can’t help but wonder if we’ve all been victims of some cunning marketing ploy.
It’s a fact that film distributors depend more on DVD sales than box office takings. According to the Australian Film Commission, wholesale revenue from VHS and DVD distribution reached $1 billion in 2005 (and you can take VHS out of that equation without affecting the final figures very much).
In comparison, the distributors’ share of box office takings in 2005 was a relatively measly $817.5 million – a decrease of some $48.3 million since 2003.