The name of the game in homevid these days is, well, naming.
Eager to boost reissues and unrated versions in a crowded marketplace, DVD marketers have grown increasingly creative with enhanced monikers connoting everything from racier content to a fresh view of old themes.
The new “Sexist, Egotistical, Lying, Hypocritical Bigot” edition of “9 to 5” from Fox follows such playful entries as Par’s “Don’t Call Me Shirley!” edition of “Airplane,” Buena Vista’s “Little Black Book” edition of “Deuce Bigalow: Male Gigolo” and Sony’s “Fun & Flirty” rendition of “13 Going on 30.” Also on the way: Par’s “Hollywood Royalty” reissue of “Mommie Dearest” and “Napoleon Dynamite: Like, the Best Special Edition Ever!” from Fox. Even “Dumbo” is getting a “Big Top” edition in June.
Fox homevid senior marketing veep Todd Rowan says such names not only play off the movies themselves but tell consumers more about what’s inside than just a “special” or “collector’s” edition designation would.
“It doesn’t have to be cute, as long as it’s descriptive,” he says.
Marketers scan their catalog for titles with untapped DVD potential, anniversaries or upcoming tie-ins, then brainstorm catchphrases to spark impulse buys. Thus, Fox’s “Ice Age Super-Cool Edition” arrived a few days before the pic’s sequel hit the bigscreen. And New Line is prepping a “Totally Awesome” edition of “The Wedding Singer” to tie into previews of the Broadway tuner.
Well-named reissues goose sales. In its first eight weeks, the “Don’t Call Me Shirley!” edition of “Airplane” sold 160% more copies than the older version sold all year.
But the approach doesn’t lend itself to all movies.
Par homevid marketing veep Chris Saito cites a pair of upcoming titles as particularly challenging: the “Apocalypse Now” reissue and a “Reds” special edition.
A “smell of napalm” edition of “Apocalypse Now” might be a bit dicey, he points out.
“Sometimes you’re just better going with an anniversary edition,” he says.