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Hi guys.

I was wondering what marketing strategies or reasoning go behind putting out Extended/Special/Director's editions and the timing involved.

For instance, I understand why Shawshank and Purple Rains Anniversary Editions come out (after 10 or 20 years). But why do discs like Hellboy, Underworld, and the like come out with Special Editions would come out so soon after the first release (like within the year if not sooner)? I just think that building anticipation is more likely to get sales than "screwing" people who buy the first ones out.

Maybe I'm missing something? Thanks.

-- Darren

Non-anniversary special editions tend to fall into three categories. The first is the director is using the home video release as the opportunity to tell his story in a way that the theatrical release wouldn't allow (Hellboy, LotR). Theaters are all about playing the movies as many times as possible, so they want movies to be short. In the comfort of your home, you can watch a four-hour RotK. You'll notice these DVDs are often handled well. Jackson and Del Toro announced the double dips in advance of the first edition. The second is, the disc was rushed. We know a double dip of 21 Grams is coming because the director has said so, and that he didn't have the time to do a proper DVD release the first time out. The third reason is the one everyone hates: the greedy double dip. They wait until the first release is out then come back for a second bite at the apple, to quote Miramax's chief operating officer. The unannounced double dips of Underworld, Gothika and Eternal Sunshine… were simply a cash-in, and I don't get it either. It's not like Underworld and Gothika were huge hits, so the studios generate ill will on movies that weren't hits to begin with. I have no idea what they are thinking, to be honest.

-- Andy

You mentioned that it's possible for Blu-ray to make an 8-layer disc. Maybe I'm way off on this, but does this mean more pauses during the movie? The dual-layer DVDs always have an annoying pause during whatever movie that's being played. Has Blu-ray found a way to avoid pauses during layer changes?

-- Dax

I don't see why not. But given the improved technology of Blu-ray, I would hope that layer changes are far more seamless. Also, please keep in mind that while the media makers can make an eight-layer disc doesn't mean they will be common. DVD-18 is possible but how often do you see them? Very, very few companies do the double-sided, dual-layer discs.

-- Andy

It's good that you want to take a stand against studios that double dip, but not reviewing those hurts us, the DVD consumer. I look to your double dip reviews, and all of your reviews, so I can decide if it is worth my money. Just think of the great reads we would miss if New Line did not give us advance warning of the LOTR:EEs. The studios want to make money, I can live with that. Hell, I want to make money too.

I'm a reporter for a small newspaper (hence the wishing for more money). Let's say my paper did not like the policies of our city council. Can you imagine how much heat we would take if we decided to stop covering council meetings as a result?

The studio decides what gets a double dip, not DVD review sites. Please rethink your stand.

-- Tony

I respectfully disagree with your analogy. Government policies are expected to change. Here, we're talking about a shafting of the consumer with unannounced double dips. I'm not opposed to a basic and special edition release if it's done the way the LotR movies and Hellboy were done. We were told, before we bought the basic release, that a more elaborate special edition was also in the works. That's how it should be done. To release a basic DVD and then one week later announce a special edition just infuriates people. I know, my readers say so.

-- Andy

I've read several places that Las Vegas Season One will be just three discs. Is this news official, and if so will they be sacrificing quality considering there are 23 episodes that probably run about 45 minutes each? Thanks.

-- Andrew

The discs will be the rare DVD-18 I mentioned earlier. Double-sided, dual layer. Warner did this with ER, which allowed for a four-disc set even though the show is a one-hour drama. The fourth disc was all extras, so all 22 episodes were on three discs, or something similar to that.

-- Andy