The Blu-ray Disc Association (BDA) held a press conference on Monday in order to discuss with reporters the gains made by the format during the past year, and talk about the group's future plans. The conference was hosted by BDA spokesperson and Pioneer Senior Vice President of Andy Parsons, and featured representatives from all major Blu-ray studios.
Mr. Parsons began by talking about the success that Blu-ray had during the past year. Final sales numbers have confirmed that Blu-ray bested its rival every week for the entire year. Worldwide sales of Blu-ray discs are 2-to-1 over the competition, while hardware sales maintain a more impressive 6-to-1 ratio (including PS3 sales).
Danny Kaye (executive VP of global research and technology strategy for Fox) discussed how during 2007, an estimated half million standalone Blu-ray players were sold along with 3 million PS3s in the US. Conservative estimates for 2008 show 2 million standalone players and 4 million PS3s, meaning over 10 million players in the US alone. Software sales came in at $170M (5.6M units), and estimates for 2008 are for over $1B (40M units).
David Bishop (worldwide president of Sony Pictures) noted how Sony had used the PS3 to expand adoption of Blu-ray. He commented how they gave away copies of 'Spider-man 3' on Blu-ray to people who purchased the popular game console, in order to allow them to experience Blu-ray in their own homes. Additionally, Sony began running a PS3 commercial dedicated to showing it as a Blu-ray player. This commercial began running right before Christmas through January to inform those who might have received one as a gift to the PS3's abilities.
Bob Chapek (head of Buena Vista worldwide) discussed how the Disney Magical Blu-ray tour increased consumer awareness of Blu-ray from 25% last year, to over 80% today. This increase in consumer awareness, and additional education about the benefits of the format (delivered by the tour), allows consumers to adopt the format in increased numbers.
Ron Sanders (president of Warner Home Video) was the obvious star of the show. He discussed why Warner decided to make the switch and how they would support Blu-ray. With the 2-to-1 software sales ratio, Warner felt that consumers had made their choice and sitting on the fence meant preventing that decision from being implemented. At one point he was asked if Warner had received any money to switch to Blu-ray, which Mr. Sanders responded to with, "I wish."
Last to speak was Steve Beeks (president of Lionsgate). He spoke in regards to consumers choosing Blu-ray and how the use of BonusView and BD-Live would drive consumer adoption. The recent release of 'War', which had both BonusView and BD-Live features, was Lionsgate's most popular Blu-ray release yet.
Overall, the conference was somewhat of a celebration of Blu-ray, and how the recent Warner announcement would drive consumer adoption at a similar rate to DVD in its early years. We only hope that next year, the table can be expanded to hold two additional seats.
