Anniversary editions augment retro trend - DVD Update

DSN Retailing Today, July 21, 2003 by Doug Desjardins

Films debuting on DVD often get lost in the shuffle of new releases and that even goes for film classics. That's why studios are giving some marquee titles an extra push by releasing them as special anniversary editions.

Warner Home Video is giving one of the greatest films of all time-- "Casablanca"--the royal treatment with a two-disc 60th Anniversary Edition DVD on Aug. 5. Warner will market the release with a national ad campaign and stage a special screening of the restored film at the Lincoln Center in New York City Aug. 11. The screening will include a special guest appearance by actress Isabella Rossellini, daughter of one of the film's stars, Ingrid Bergman.

"Anniversary editions are something we do only for certain films," said George Feltenstein, senior vp of classic catalog for Warner Home Video. "We do it when it's appropriate, and the 60th anniversary of 'Casablanca' is one of the those occasions."

Feltenstein said movies don't have to be film classics to merit anniversary edition status. Warner released a 20th anniversary edition of "The Right Stuff" earlier this year and will give the same treatment to the 20th anniversary of "National Lampoon's Vacation" in August. "Certain films are notable for making an impact at a certain time or for being socially relevant and entertaining," said Feltenstein. "And those are the films studios should take advantage of."

MGM Home Entertainment is taking that route with a 20th Anniversary Edition of "Valley Girl" on Aug. 5. The 1983 Nicolas Cage movie helped set a template for dozens of 1980s teen films. "There's a whole generation of people who have fond memories of that film and the genre," said Amy Zwagerman, director of library marketing for MGM.

MGM is also planning a 40th Anniversary Edition of the original Pink Panther film, "A Shot in the Dark," next year, along with other films in the comedy franchise made famous by Peter Sellers.

Universal Studios Home Video has two anniversary DVDs due in late summer. The studio will release the 25th Anniversary Edition of "National Lampoon's Animal House" on Aug. 26 for $19.98 and a 20th Anniversary Edition of "Scarface" on Sept. 30. Columbia TriStar Home Entertainment will celebrate the 1993 release of "Sleepless in Seattle" with a 10th Anniversary Edition due in stores Sept. 23 for $19.98.

One studio that gives consumers a wide variety of anniversary releases is Buena Vista Home Entertainment. In recent months, the studio has released a 50th anniversary edition of "20,000 Leagues Under the Sea," a 20th anniversary edition of "Tron" and a 15th anniversary edition of "Who Framed Roger Rabbit."

Buena Vista vp of brand marketing Lori MacPherson said the special editions help drive sales, but that studios have to be selective and choose the right films for the right audience. "It only works for movies that were special for the time when they came out or that struck a chord with a specific group," said MacPherson.