June 9, 2019
Universal Pictures Home Entertainment aims to drum up consumer awareness of Blu-ray Disc and DVD bonus content, which the studio believes is a key selling point for its physical product.
Beginning with the urban horror film Us, which arrives on Blu-ray Disc, DVD and 4K Ultra HD Blu-ray on June 18, the studio is introducing a new “bonus features” menu that is prominently displayed on the opening screen, instead of being buried behind layers of disc menu options.
The new menu also features compelling visual clips, rather than mere lines of text, that can be accessed with a single click of the remote.
To further drive consumer awareness of a disc’s bonus content, supplemental features will begin playing automatically after film’s credits.
Hilary Hoffman, EVP of global marketing for Universal Pictures Home Entertainment, told Media Play News that the studio is playing up bonus content because a new Attitude & Usage study indicates that bonus content continues to be an important selling point for home entertainment enthusiasts, especially among the premium formats.
Heavy buyers are influenced the most, with 34% saying they check for bonus content before they buy a disc. The percentage is even higher (52%) among 4K Ultra HD Blu-ray buyers.
“Our consumers have clearly indicated that bonus content is a vital part of the physical disc offering,” Hoffman said. “By continuing to evolve our products and create a greater, more enhanced viewing experience, we reinforce for them the value in ownership and keep them connected and engaged to our products and the category.”
In addition, Hoffman said, bonus features are often the deciding factor in whether a consumer buys instead of streams. Forty percent of buyers choose to purchase rather than stream because they want the bonus content.
“Only through change and innovation can we hope to keep pace with our consumers’ ever-evolving habits and preferences,” Hoffman said. “We are optimistic that Universal’s latest design enhancements will serve to further buoy consumer engagement in our products. Our hope is to see the entire industry move in this direction.”
At least one other studio also is looking at ways to increase the visibility of bonus content. “Paramount is always looking at improving the experience consumers get when they purchase our movies on Blu-ray or digitally,” said Vincent Marcais, EVP of marketing for Paramount Home Entertainment. “We are evaluating the bonus menu options while continuing to focus on 1) providing even better ‘extras’ such as alternate endings and deleted scenes on the upcoming Pet Semetary and 2) presenting our extras on digital platforms so our customers can have even more incentive to purchase.”