Special Edition DVDs

Originally distinguished as LaserDisc ìSpecial Editions,î the world of DVD is increasingly adopting the ìSpecial Editionî branding as content developers see the opportunity to pad their bottom line with heftier price tags. The plus-$30 pricing is justified by packaging additional content. But while the special edition brand category is being eagerly adopted by all the studios, typically, retailers still display such titles along side their less decorated counterparts on retail shelves that generally are overstuffed with DVD titles in alphabetical order.Unique artwork, logos, and banners with distinguished backgrounds to designate special edition DVDs as such has become a competitive factor amongst competing studios. While MGM Home Entertainment, New Line Home Video, Republic Pictures, Universal Studios Home Video and Warner Home Video have recently pursued the special edition branding for select titles, Buena Vista Home Entertainment, DreamWorks, and PolyGram Video too are launching DVDs that are specially packaged and branded. These special editions are being priced up to $10.00 over standard DVD releases of the same title.While the special edition category is welcomed, especially by home theatre enthusiasts, shelf space remains limited for DVDs at most retail stores. Retailers who have increased DVD shelf space need to be further encouraged and those who have not paid attention to the ìspecial editionî category need to dress up their designated DVD displays. Such is the opportunity for DVD retailers, especially specialty DVD retailers who can distinguish themselves with greater selection and displays accordingly.