| Effective DVD packaging is an important factor in | | | | must ensure that the product survives the |
| the overall success of any multi-media product. | | | | journey from the manufacturing facility to the |
| This is true in the entertainment industry in | | | | end-user's home. If the packaging is cheap, flimsy |
| particular because the financial success or failure | | | | or falling apart, it will not inspire confidence in the |
| of a movie is not based on box office receipts | | | | consumer. Nobody wants to get home and find |
| alone. Given the immense popularity of movie | | | | they movie they just rented or bought is |
| rentals for home entertainment, it makes sense | | | | unwatchable due to scratches or other defects. |
| that revenues generated after a movie leaves | | | | Without question, revenues can be lost at the |
| theaters can represent a significant portion of | | | | point of sale if this basic quality standard is lacking. |
| total sales. With tens (or even hundreds) of | | | | Using only high-quality production materials and |
| millions of dollars on the line, movie industry | | | | adhering to strict quality-control standards in the |
| executives are not blind to this reality. Therefore, | | | | manufacturing process are the best ways to |
| they are willing to invest a lot time and resources | | | | circumvent this problem. |
| into developing effective DVD packaging solutions | | | | Beyond offering this basic protection, DVD |
| that play an integral role in each production's global | | | | packaging should also "sell" the value of its |
| marketing campaign. | | | | contents to prospective viewers. This can be |
| By now, most people have rented or purchased a | | | | accomplished through a combination of strong |
| DVD at one time or another. However, it probably | | | | visual appeal and compelling content. First, the |
| never occurs to them how important DVD | | | | design should be eye-catching enough to grab |
| packaging is in their decision-making process. In | | | | attention. Consider the local video store which |
| fact, it can be argued that many people base | | | | offers aisle upon aisle of movies for rent or for |
| their movie rental and purchasing decisions at least | | | | sale. With hundreds of titles competing for rental |
| partly upon what the packaging conveys. The old | | | | dollars, the packages with the most unique or |
| adage "you can't judge a book by its cover" | | | | visually appealing designs will have a distinct |
| certainly doesn't apply in this scenario. In addition | | | | advantage over more poorly designed options. |
| to word-of-mouth recommendations and published | | | | After grabbing the viewer's attention, the |
| movie reviews, consumers often rely upon DVD | | | | packaging can further facilitate the purchasing |
| packaging when deciding which movies to rent or | | | | decision by assuring the viewer that the movie |
| buy. | | | | inside is a worthy investment. In exchange for a |
| There are a number of ways effective DVD | | | | few dollars and a couple hours of his time, the |
| packaging can influence consumer purchasing | | | | viewer wants to be entertained and immersed in |
| decisions. First, the packaging must fulfill its most | | | | another reality for at least a little while. The most |
| basic and primary role of protecting the contents | | | | effective DVD packaging assures him that he will |
| inside. In other words, effective DVD packaging | | | | be. |