HD DVD Camp: Web-Enabled Features a Hit With Consumers

Posted Wed Dec 5, 2007 at 06:00 AM PST

The HD DVD Promotions Group is reporting significant online usage of its exclusive web-connected features on such top titles as 'Transformers' and 'Heroes: Season One.'

In a new press release issued Tuesday, the group said more than 80,000 unique users had accessed the web-enabled features on DreamWorks' HD DVD release of 'Transformers,' with 31% returning as additional content became available.

Fot its part, Universal reported an average of 30% of HD DVD purchasers going online to download content and connect with other fans on its web-enabled HD DVD releases, including 'Heroes: Season One,' 'Knocked Up,' and 'Evan Almighty.'

"We've only scratched the surface in offering web-connected experiences to fans of hit movies and TV shows, so it was great to see so many connecting online for these titles," said Ken Graffeo, executive vice president of HD strategic marketing for Universal Studios Home Entertainment, and co-president of the HD DVD Promotional Group. "As more titles from the HD DVD studios include access to downloads, trailers and community pages, the owner of any HD DVD player can take advantage of these web-connected experiences."

As we've previously reported, the HD DVD camp has been particularly aggressive in rolling out web-enabled features over the last several months.

Pointing out that Blu-ray players "don’t have the consistency in their machines to be able to handle this," Universal first announced plans to begin including web-enabled features in all of its non-catalog HD DVD titles this past summer. Since then, the two other major studios currently supporting HD DVD (Paramount/DreamWorks and Warner) have jumped in the web-based extras game as well, releasing several high profile titles with net-connected supplements.

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Tags: Industry Trends, Web-Enabled Features (all tags)