We Get Some Respect!

In a brilliant article in the prestigious financial publication, The Wall Street Journal, the D2DVD end of the business gets its due:

Even though DVD growth is slowing, low-budget and well-marketed made-for-DVD films targeted at specific audiences are enjoying pockets of success.

Warner is attempting to set itself apart with a more creative approach, including experimenting with releases like "Get Smarter" and the use of top filmmakers.

Joel Silver, the producer behind "The Matrix" series, has forged a deal with Warner's new Premiere unit to make 10 direct-to-DVD movies over the next three years, for instance. His first project, a sequel to the 1999 horror movie "House on Haunted Hill," will give viewers the option to pick different story lines and four alternative endings.

Direct-to-DVD has shaken off much of the stigma of its early days. Once considered a dumping ground for movies that weren't good enough for theatrical release, it is becoming a place that top-flight filmmakers are considering taking their projects.

"It's not the biggest part of the market, but it's the most important slice of home entertainment today due to the enormous growth potential for each studio," says Amir Malin, a managing principal at the media investment fund Qualia Capital, who oversaw such early DVD hits as "Barbie" in his previous role as a studio executive.

"You can really experiment and take more risks in direct-to-DVD," says Mr. Silver.

Amen.