In 1994, the Walt Disney Co. created The Return of Jafar (left), a direct-to-video sequel to Aladdin. A recent release is this year’s Bambi II. © Disney. All rights reserved.

In addition, the traditional window between a movie’s release in theaters and on DVD has narrowed to four months. According to figures from the Digital Entertainment Group, DVD sales increased in 2005 to $16.3 billion, while Exhibitor Relations Co. estimates that box office revenue for 2005 was $8.9 billion, down from 2004’s figures of $9.4 billion.

Paramount plans to release six to eight original DVD productions per year, and the titles are both vintage and new. “We look for films that offer a unique, repeatable entertainment experience for a specific consumer whom we can target cost effectively, says Paramount vp Pittleman. “Our Classics division decided to theatrically release our Neil Young: Heart of Gold movie on our behalf, and it’s currently in release and has earned about $1.3MM at the box office to date.”

The new content direct-to-DVD and video productions are taken seriously, and often employ original cast or name talent. Pittleman says, “With Save the Last Dance 2, we not only have Jackie and Izabella, [Jacqueline Bisset and Izabella Miko], but we also feature Ne-Yo, who had the number one album in the country [the week of March 20, 2006]. He sings an original song in the movie as well as playing a small part. Our male lead, Columbus Short, will be seen this summer in Universal’s Accepted that Tom Shadyac and Michael Bostick produced, so the stellar cast delivered in every way. We have more dancing than the original and great music!”

Paramount is producing direct-to-DVD, the first full-length animated feature of one of the most popular web characters — Queer Duck and his friends Openly Gator (both above) and Bi-polar Bear. © 2000 Mishmash Media/Icebox Inc.

Paramount is also producing, direct-to-DVD, the first full-length animated feature of one of the most popular web characters — Queer Duck and his friends Openly Gator and Bi-polar Bear, directed by Emmy Award winner Mike Reiss (The Simpsons). Pittleman reveals, “We also have a terrific comedy called Totally Awesome from writer/director Neil Brennan (Chapelle’s Show) starring Dominique Swain, Chris Kattan, Mikey Day and Joey Kern. Tracey Morgan is also in this parody of ‘80s movies and has never been funnier! Broken Bridges is a Toby Keith movie scheduled for this year that also stars Kelly Preston, Burt Reynolds, Tess Harper, Anna Marie Horsford and Lindsay Haun.”

In addition to excellent production values, direct-to-DVD and video products are receiving impressive marketing support. Universal Studios Home Entertainment (USHE) and Rogue Studios sold more than one million DVD and video units in the first week of release (December 26, 2005) of the direct-to-DVD American Pie Presents Band Camp, the fourth installment of the popular American Pie franchise.

American Pie Presents Band Camp implemented an aggressive marketing plan, including a high-profile three-week ad campaign and theatrical trailers to raise consumer awareness and interest in the DVD-only sequel. The Band Camp release followed the success of USHE and Rogue’s first DVD original release, Carlito’s Way: Rise to Power.

“This second consecutive DVD original hit reaffirms the viability of our innovative strategy for bringing exceptional content to the DVD marketplace,” says Craig Kornblau, president, Universal Studios Home Entertainment.

David Linde, president, Rogue Pictures adds, “By creating higher-budgeted, theatrical-quality fare that brought together a winning script, terrific young cast and seasoned film-making talent, we were able to produce a direct-to-DVD follow-up worthy of the blockbuster trio of American Pie theatrical releases.”

Buyers are also drawn to DVD “extras,” like the deleted scenes, cast interviews, set tour, original featurette documenting the making of the film and music video found on the Band Camp DVD.