The Color of Ogre

That's right, 185 million dollars to DreamWorks Animation in the first weekend of release of the DVD for "Shrek 2" (see article). According to Variety, "Consumers purchased 12.1 million copies of the movie on VHS and DVD in the first three days of release, with a record 11 million of those on disc." Much like the box office pattern of tent pole movies, the first week of home entertainment sales comprise between 50% to 70% of total sales.

What does this mean for "Shrek 2," well, a place in the top ten best-selling DVD's and as much if not more revenue than the box office take (with a larger percentage of that falling into the studio's pocket). Once again illustrating for the masses the enormous contribution of DVD dollars to the bottom line, and the only thing supporting immense cost inflation in production and advertising.

In fact, this was such momentous news that it was also covered in E! Online with even a little more insight than Variety, pointing out the value this adds to market perception of the recently IPO'd Dreamworks Ani and the political implications of releasing on the same weekend Pixar's $70 million dollar opener "The Incredibles" opened (see article).