Pack mentality

Ault, Susanne
July 2006
Daily Variety;7/11/2006, Vol. 292 Issue 5, special section pA6
Trade Publication
The article discusses the strategy of U.S. studio homevideo divisions to sell DVDs in a combo pack to boost sales of older pictures and bolster their price points by marketing them as value items. The DVD releases of studios such as Fox, Sony, Universal and Warner are loaded with pictures that share the same core audience. The packages that may hold multiple discs in one case or two cases shrinkwrapped side-by-side.


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