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How realistic were those projections? As for the Lucas estimates, there's no way prices could reach that high, says Tom Adams, analyst and director of U.S. media for IHS Electronics & Media. "I just don't see what we could add to the experience to make it worth that much," he says. But differentiated pricing is much more realistic, he says. "When you think of it, it's strange to have an industry where every product costs the same, no matter how good or popular," he says. "I think consumers are smart
-- they can figure out that 'Avatar' costs a lot more to make than a romantic comedy. And we see with 3D movies that price flexibility is possible, for a different viewing experience." At Paramount, Colligan points out that her studio's $50 experiment is not really about Lucas' dire price projections, but about the need to find new, creative ways to market the movie experience, both in theaters and at home. "This is all part of wanting to take risks, to develop new strategies of how we do business," she says. "There's going to be more experimenting to come. You can't do what you did 10 years ago and have the same results." The advantages of a "mega-ticket"-like scheme, if people go for it, are clear for the studio (Paramount partnered with Regal Entertainment Group, the large movie-theater circuit). First, you get customers buying the DVD at the same time they see the movie, rather than buying it later and only if they really loved the film. Perhaps even more important, you help generate early buzz, with moviegoers spreading the news on social networks two days before opening. It's like having theaters full of critics ready to post their reviews
-- but here, the critics are fans, predisposed to loving the film. The upside for fans? They get to see the film early -- not a small thing, depending on the fan and the movie. It may work even better for installments of huge franchises, mused Leighton, the New York movie fan, and his friend, Florian Baier, 22. "I wouldn't have done it for this movie, but maybe for the next
'Star Wars' film or maybe 'Lord of the Rings,'" Leighton said. "I'd also be checking the online reviews
-- I'd have to know the movie was good." Added Baier: "I wouldn't do it for the DVD. That is not a draw." Leighton agreed: "There are easier ways to watch online. If I even have the time." Note to studios: Maybe you should think about offering that dinner with Brad, after all.
[Associated
Press;
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