Whats the deal about releasing limited edition (Disney)??

Discussion in 'Archived Threads 2001-2004' started by KristianH, Mar 4, 2002.

  1. KristianH

    KristianH Agent

    May 9, 2001
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    Hi there

    Is there anyone out there that could enlighten me and make me understand the point why Disney has release for instance "Lady and the Tramp" on dvd in only a limited edition.

    Why don't they want ppl to buy this movie?

    They don't want to make money of it or whats the matter?

    I mean I can understand the deal of releasing a limited edition with special features or packinging or whatever at the same time as a "normal edition" which doesn't go out of print.
  2. Mark Walker

    Mark Walker Producer

    Jan 6, 1999
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    I don't think anyone fully understands why
    Disney does all the things they do.
    From a business perspective, Buena Vista Home Entertainment
    has probably found that they create a "sense of urgency"
    for purchasing their product when it is advertised
    as limited edition or going on moratorium.
    At least it worked on VHS.
    Well, DVD has proven to be a more complicated market,
    with exspectations higer and different than the VHS
    Since you asked speicifically about Lady and The Tramp,
    I tend to think of it, along with the other
    titles initially released as over-priced,
    "bare-bones," and not-so-great transfers
    as the marketing mistake Disney made that
    they are now trying to correct.
    I think Buena Vista wants a demand for their
    product, and they want to not glut the market
    with too many A-list titles available at any one time.
    I even think Disney is going to have to rethink their
    current 10 Platinum title strategy (sp?), because
    by the time they reach the tenth platinum title, DVD will
    not be the prevailing home video format anymore.
    Also, it is interesting to note that Disney has
    now placed some titles on moratorium that they originally
    did not state would go out-of-print. Like Trazan.
    By making titles go out-of-print, they hope
    many consumers will think,
    "I better get it now, while I have the chance."
    Make sense?
  3. Malcolm R

    Malcolm R Executive Producer

    Feb 8, 2002
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    I don't think this practice is limited to Disney, titles go out of print all the time. Disney just uses it to their marketing advantage with their big "moratorium" announcements so everyone will run out and buy their copies (and clear out the inventory). By this practice, Disney has made their product seem extra special. If you could buy any Disney title off the shelf any time you want, they would lose some of that appeal created by the moratorium process.
    It does create an opportunity for marketing "events." By re-releasing titles that have been out of print, there are all sort of opportunities for cross-promotions and hype, resulting in huge sales....again....for catalog titles. And when this is combined with new special features, such as with the second DVD release of "Peter Pan" you also get many people upgrading from their older discs (damn, missed the opportunity to sell-off my still sealed LE PP disc).
    It also gives the market an opportunity to "cleanse" itself prior to any theatrical re-releases. Lots of families wouldn't pay for theater tickets if they could just buy the movie at the local Wal-Mart. But if they can't buy it, and all they have is a worn out VHS, or their DVD has been chewed by the dog, then they'll probably go to the theater AND buy the new release video six months later.
    Bottom line, it's all about the Benjamins. [​IMG]
  4. KristianH

    KristianH Agent

    May 9, 2001
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    Thank you so much for your answer.

    I was thinking, maybe its just me thats missing the point. But I guess its not all logic behind it, except for that "they might run out, I better get it" -thought.

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