Company: New Line Home Entertainment
Title: Prexy and chief operating office
How he’s leading: New Line resisted the urge to send out box office hit “Wedding Crashers” in the middle of the crowded 2005 November-December shopping spree, instead releasing it in January ’06. Although the conventional wisdom said that was an extremely risky move, it paid off handsomely for Einhorn and his team. The pic went on to become one of the top-selling DVD releases of the year.
Their thinking was based on three theories, all of which turned out to be correct: With the shelves so crowded during the holidays, it might be difficult for a DVD — even one as popular as “Wedding Crashers,” which took in more than $209 million at the domestic theatrical gate — to stand out and gain traction; retailers would have plenty of foot traffic after the holidays because of consumers going back to stores, returning merchandise and cashing in gift cards; and, Einhorn believed, the popularity of the pic would make it a must-buy for fans.
Merchandising triumphs aside, Einhorn and his team continue to innovate bonus features on standard-def DVDs, upping the interactivity component on “Final Destination 3,” for example. With the blessing of the filmmakers, alternative footage allows viewers to choose which characters should live and die.
POV: On the success of “Final Destination 3,” Einhorn says, “It goes back to our roots in providing additional value in creative and innovative ways. When the opportunity came up to produce the film, it was begging us to go to the filmmakers and talk about expanding the format to include this level of interactivity. They were completely engaged in this. It was a team effort and turned out to be very exciting.”
Homevid Leader Report: