Extra, Extra
DVDs pioneered the advent of “added” content and now HD DVDs are taking it one step further. Certain discs have “hooks” to access new content, such as the “Transformers” HD DVD which provides information about the robots, their weapons, stats, etc. This content isn’t just one-way either: “Blood Diamond” allows you to participate in Warner Bros. Studio online polls; “300” gives you the ability to “edit” the film to suit your preference and then upload it for others to view; and the season one box-set of Heroes lets you create your own Heroes profile and upload it to a special web page.

Now A Word From Our Sponsor
This connectivity also presents a new marketing opportunity for manufacturers. On the “300” HD DVD, there is a web enabled feature for buying wallpaper and ringtones. And “Evan Almighty” includes an online store for purchasing movie-related merchandise like T-shirts and coffee mugs. We expect to see more of this kind of “point-of-purchase mentality” offered in the future.

Buy Download Watch
The nextgen video game consoles are leading the way to online connectivity, and in purchasing content - video games for sure, but also movie and TV shows. The Xbox 360 allows for these to be downloaded to its hard drive for viewing - adding high-definition to the mix - along with trailers and other associated clips. Playstation 3 is currently limited to watching film trailers and Blu-ray discs coming to market, but movie downloads should become a reality soon. Nintendo’s Wii only allows for game download purchases.

We’re All Connected
Another aspect of connectivity allows users to connect with other users. The game consoles lead the way here too - whether it’s Xbox Live, the Playstation “Home” virtual meeting place, or Nintendo’s Wii Channels, the access promotes communication, interaction and socializing. But the addition of HD DVD players, TVs and other devices that can do this as well should help to open this up to even more people. There was a time when the TV was considered the ultimate “magic box” for bringing the world into your home. We may have cluttered up the living room with dozens of CE devices since then, but through connectivity that feeling is going to return.

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