Question:
How did Paramount and Dreamworks make a
windfall profit out of being on the losing side of the
high-definition format war?
Answer:
Paramount
and Dreamworks had a win-win deal with Toshiba that
assured a true Hollywood Ending. Here is what happened.
In August 2007, in a last desperate effort to prevent
its waning HD-DVD format from losing out to Sony’s
Blu-ray format, Toshiba offered Paramount and Dreamworks
(which Paramount distributes) $150 million to put out
the high-definition versions of their movies exclusively
as HD-DVD. It took the form of a so-called replication
output deal. In these hoary deals, a DVD manufacturer
pays a studio up front cash for the right to make its
DVDs. It is an advance that the manufacturer eventually
gets back from selling the DVDS back to the studio’s
video division in much the same way a publisher earns
back the advance it gives au author. So Toshiba paid
Paramount and Dreamworks $150 million. Even though sales
of HD-DVDs were so meager in 2007 that Toshiba was unlikely
to ever earn back the entire advance, it imposed a condition:
Paramount and Dreamworks could no longer release their
movies in the rival Blu-ray format (as they had been
doing).
For Paramount, it was a particularly sweet deal because
the payment was booked as a “reduction in cost
of goods” for its Home Video division, which
meant it did not have to allocate it to any of the titles
released on DVD, or share it with writers, directors,
stars other participants, or even equity partners. Then
came the real windfall: In March 2008, Toshiba abandoned
the HD-DVD format, so the studios got to keep almost
all of the $150 million, and can now release their movies
in the winning Blu-ray format.
Replication output deals, though seldom mentioned outside
of a studio’s inner sanctum, go all the way back
to the days of videos, when in 1981, Thomas McGrath,
a Harvard MBA at Columbia, pioneered them. They rapidly
became part of Hollywood’s invisible money-making
apparatus. Paramount, for example, made a quarter of
billion dollars from just 3 deals: $50 million dollars
from Toshiba for agreeing to put out Titanic out on
DVD in time for Christmas sales, $150 million from Panasonic
for agreeing to allow them take over video replication
from another manufacturer (Thompson), and $50 million
from the law firm of Ziffrin, Brittenham and Circuit
City stores for agreeing to support the DiVX format.
Since the DVIX format was never launched, Paramount
got to keep the money.
The $150
million Toshiba paid Paramount and Dreamworks not to
release their titles on Blu-ray was a worthy continuation
of this tradition. Such windfalls, even if not visible
to the public, are what makes Hollywood profitable–
even when its films fail at the box-office.
|