Just as Dreamworks new 2-disk Shrek DVD is about to set the record for the number of extra features and games that are included along with the film (see 'Shrek DVD Raises the Bar'), Columbia TriStar Home Entertainment is taking exactly the opposite course by introducing a line of 'SuperBit' DVDs that have no extra features but twice as many digital bits dedicated entirely to providing the best possible picture and sound.  The first 'Superbit' titles, which will bow on October 9 include Crouching Tiger, Hidden Dragon, Johnny Mnemonic, The Fifth Element, and Desperado.  They will retail for $27.95, which is about normal for a new release, but a bit higher than the typical backlist title.

 

The 'SuperBit' DVDs demonstrate that there is more than one way to use the increasingly large storage capabilities of DVD discs.  Double layer disks, such as Pioneer uses on its 4-disk Fushigi Yugi Box Set (see 'Pioneer Has Loads of Shojo') permit the inclusion of 6-7 episodes on one disk, allowing DVD to become the perfect storage medium for television series (see 'Simpsons Season I DVD Box Set').  DVD collections of fan favorite TV and movie series are certain to be an increasingly important profit center for pop culture stores over the next few years.  The Shrek DVD demonstrates other ways to make use of DVD's immense capacity by including all kinds of special features, including games, documentaries, deleted scenes, promos, etc.  The 'SuperBit' disks eschew extra features in favor of enhanced picture and sound.  Obviously some films that contain great action sequences, strong visuals, and great sound lend themselves to the 'SuperBit' treatment more than say, talky, low-budget Blair Witch-type movies.

 

Who is the potential consumer of 'SuperBit' DVDs?  Obviously these disks will appeal to the cinephile and the hardcore movie buff.  Ironically, this is the same crowd that loves all the extras and Easter eggs included on conventional DVDs, so the thought is that the true hardcore movie fan may well spring for a 'SuperBit' DVD of his very favorite films. For the 'SuperBit' format to succeed the quality will have to be noticeably better than the standard edition DVD, and other studios, not just Columbia, must adopt it, and use it with care on films that are visually and aurally strong enough to benefit from the extra sound and picture quality.  An even bigger audience for 'SuperBit' DVDs is the entire 'home theater' crowd.  The visual and aural advantages of 'SuperBit' DVDs will be most apparent on home theater systems. 

 

'SuperBit' DVDs work on all standard DVD players.  This is a category to watch.  It may be too soon in the evolution of the DVD medium for the successful introduction of a new higher quality type of DVD release, but it does appear that the 'SuperBit' concept is sound, and that if not now, at some point in the future the owners of home theater systems (and increasing large TV sets in general) will want the enhanced picture and sound that a system like the 'SuperBit' DVD can provide.  Since the visually enhanced DVDs are aimed squarely at collectors, they could become an important profit line at pop culture stores.