Dredd is one of those movies with a bad marketing strategy. It was trying to cash in on the whole 3D hype that is going on and it came out in September which is the month that we usually see terrible movies. Fortunately it’s not a crappy movie and we gave it 9/10 saying, “Dredd is an unpretentious, super-violent, super-fun, blood-and-guts thrill ride.”
Dredd claimed the number one spot on the DVD sell-through and Blu-ray charts with 650,000 units sold, making it the best-selling new release title of the year. Blu-ray units accounted for nearly 50% of week 1 POS at retail. Dredd was also number 1 in digital downloads and VOD. I know that as soon as it became available for VOD I watched it and loved every minute of it.
“Dredd’s chart topping performance demonstrates the breadth of the home entertainment audience for this exciting, high caliber film as well as underscoring our ability to monetize theatrical titles across all home entertainment platforms through the highest packaged, VOD and digital conversion rates in the industry,” said Ron Schwartz, Lionsgate Executive Vice President & General Manager, Home Entertainment. “We’re also pleased that a film released on 3-D Blu-ray was able to top the sales charts, a clear reflection of how quality films in this up and coming format can find their audience.”
Lionsgate has also partnered up with Samsung to convert some select titles to 3D. I really hope Lionsgate and other get away from the 3D though.