29/01/2003

Since its invention, DVD has generated doubt and anxiety amongst exhibitors who did not welcome the advent of this new form of "home cinema" ; they were worried that the technical potential of this format would discourage people from going to their cinemas. However a number of studies have diminished this fear : those who go to the cinema most often also happen to be the biggest consumers of DVDs (in Europe, the average of 10 times a year and in France, five times a year). Thus the advent of the DVD contributed to the cultural habits of European filmgoers and did not, as feared, replace their love of going to the local cinema.
Furthermore, 85 per cent of films released in DVD are features and publishers insist that the theatrical release of a film is the first vitally important showcase that determines the success or failure of that film because the impact the theatrical release generates has a knock-on effect on the rest of that film’s life cycle. This complimentary rather than competitive role continues to influence DVD publishers, who are entering the production flow chart at a much higher level than in the past so as to unite the theatrical release with the DVD, and importantly to share in the pre-financing of a number of films so as to guarantee a minimum investment.
The film theatre continues to maintain its position as the market leader since French legislation does not permit the release of titles in the home video format until six months after their theatrical release. That is not the case in the United States, Japan or Germany where films are released virtually day-and-date both theatrically and in DVD. Some French video publishers would like to see the six-month embargo shortened for features which are taken down early, but it is unlikely that the relevant legislation will be changed. As a consequence, the launch strategies adopted for DVDs is largely based on the level obtained by the theatrical release, and publishers exploit the quality of the format to influence consumers and film fans’ choice and thus gradually and very subtly modify their approach to cinema.
A survey carried out by SEV found that the main reasons why people buy DVDs were, for 40 per cent of those consulted, “to see a film again”, while 33 per cent wanted “to own a DVD copy of a certain film” that 15 per cent of whom already owned in VHS.
Those are some of the reasons why DVD is first and foremost a product that is sold (10 DVDs are sold for every 3 that are rented out) while VHS sales and rentals balance. It follows that the much-vaunted “bonuses” that accompany DVDs do not encourage the sale, except for collectors. However, directors have sat up and taken note: DVDs that also contain makings of and scenes that were edited out of the original, or shot from a variety of angles are bound to influence individual filmmaking styles.