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'Holy Consumerism, Batman!'

June 26, 2009 I moderated a panel about BD Live at the ESCA conference this week in which we talked about the potential for BD Live to drive consumer  marketing information back to the studios. There was some evidence that this is happening, via information collected in the registration process, through direct surveys, and in part by simple observation of what features people are using. 
But perhaps the best example of marketing information flowing to the studios was related to Digital Copy. In a presentation by Warner Home Video senior VP Dorinda Marticorena, it was revealed that 440,000 users activated the Digital Copy on the Blu-ray version of The Dark Knight, representing 22% of the 2 million copies sold. 
Marticorena said she had never seen as high a redemption rate on anything. A Sunday fsi coupon, for instance, might get a redemptin rate of 1% to 2%. "It definitely says consumers are loving this," Marticorena said of Digital Copy.
(For the Digital Copy on the special edition standard DVD, the usage rate was also high, but not quite 22%.)
Warner is also loving it for its ability to market related items. When consumers access the Digital Copy, they can opt in for future promotions -- in this case, for Batman merchandise ranging from coffee mugs to kiddie pajamas. "Opt-ins become part of the direct marketing database," Marticorena said. 
She swears she didn't come up with the verbiage on her PPT presentation: "Holy Consumerism, Batman! Buy More Crap!"

Posted by Marcy Magiera on June 26, 2009 | Comments (9)