Fans of the unskippable clutter clogging the front end of most commercial DVD releases received great news this week with the announcement that all major movie studios will begin releasing films in the HD-DVD and Blu-Ray formats later this year, allowing studios to pack even more commercials, trailers, multi-language legal disclaimers and FBI warnings onto their future releases.
The new formats were developed by a consortium of consumer-electronics giants in response to studio complaints that current DVD technology only allowed studios to force the purchasers of their DVDs to sit through about twenty minutes of unwanted content before getting to the main feature. HD-DVD will feature a 30GB capacity, enough for fifty trailers showing coming attractions, seven FBI warnings, twenty-seven commercials for other DVD releases and Pillsbury crescent rolls, and “The views and commentary reflected on this disc do not reflect…” disclaimers in forty-seven languages. The rival Blu-Ray format, developed by Sony, is expected to nearly double that content, leaving the actual main feature as a virtual afterthought printed on the biodegradable glue between disc layers.
“These new formats are a godsend for our industry,” explained Paramount Pictures head Sherry Lansing. “Last year we had to cut ten minutes out of Top Gun just so it would fit on the DVD between the trailers we wanted to include for our seventeen most exciting upcoming releases. This time next year, our biggest problem is going to be finding a way to make sure consumers aren’t napping through the two hours of product placements and trailers we’ll be able to fit before the movie. We’re already working on a feature that will crank up the television’s volume for the trailers, in such a way that you won’t be able to turn it back down.”
Other studios are said to be working on similar DVD technologies that would insert commercial breaks into DVD movies, add CGI product placements to films according to real-time sales figures, and one that would go so far as to turn on a consumer’s television at pre-programmed times and play time-sensitive advertisements from the DVD.
Though the movie studios are understandably excited about these technological advancements, consumer advocates question why consumers would shell out big bucks to replace their relatively new DVD players with an even more abusive technology. But Hollywood studios remain unconcerned.
“Well, they bought DVD players, didn’t they?” asks Twentieth Century Fox head Hutch Parker. “Damn did they buy DVD players. I mean, with VCRs, you could just fast-forward past all the crap at the beginning, or just never rewind the tape that far. People obviously prefer being made to watch this stuff, so we’re adding more. After all, adding commercials before the half-hour of trailers we show in the movie theaters sure hasn’t kept people from shelling out $10 at the movies, right?”
“They’ll buy them,” agreed Lansing. “We’re going to say the new Blu-Ray shit has twice the ignots or something, make something up. ‘High Definition,’ whatever that means. ‘Crystal-clear picture and bone-rattling sound,’ that sounds good, right? We’ll say they make the old DVDs we were hyping last week look like burnt turd, and those geeks will eat it up.”