Why Film Studio Chose Xbox 360 Over 'Perilous' DVD Market
Pulp producer and co-director Adam Hamdy speaks to NowGamer about why the studio chose to release the film on Xbox 360.
Published on Mar 4, 2013
Today marked a milestone in film and game history, of sorts. Movie studio Dare Productions released new film Pulp exclusively on Xbox 360 today, sidestepping the usual cinema/DVD route.
The comedy follows Tony Leary, a comic store owner who assists police to help them bring to justice a gang of Geordie criminals who want to use another comic company to launder money. It is available on Xbox Live today (Monday March 4) for 1180 Points for SD or 1420 Points for HD.
Producer and Co-director of Pulp Adam Hamdy spoke to NowGamer about the decision to launch on Xbox 360.
Why did you decide to try such an unusual method of delivery for your film?
Hamdy: "With traditional distribution costs running at around £2million for a wide theatrical release, it was hard to justify that kind of risk and investment in a film with no marquee names.
"That left DVD as a traditional distribution option, but we feel that Pulp is a special, fun film with mainstream appeal that deserved more than a straight-to-DVD release, particularly given the perilous state of the declining DVD market.
"Xbox has been making great strides in the entertainment space, and seemed like a natural partner for the film. "
What advantages have you found to releasing on Xbox Live as opposed to the cinema, DVD or streaming services like Netflix and Lovefilm?
Hamdy: "Xbox has a great relationship with its customers, and we can offer the film in ways that people are now consuming media.
"In addition to the Xbox console, Pulp is available on any Windows 8 device, or any Windows 7 device using the Zune Player.
"People can choose how they want to watch Pulp. As filmmakers, Xbox offers the benefit of direct distribution, which means we there aren’t multiple agents or distributors between us and the audience.
"We can be very involved in how the film is marketed and branded. "
A lot of talk among the gaming community has been on how consoles are deviating from gaming-only to media features. Do you think consoles like Xbox and PlayStation could end up being more important than TV providers or services like Netflix?
Hamdy: "For certain types of entertainment, consoles could be far more important. As consoles increasingly move from the bedroom to the living room, their importance in distributing entertainment will only increase. "
Were you chasing a particular audience when you decided to release on Xbox?
Hamdy: "Pulp plays well with a wide range of people, but it seems to strike a particular chord with young guys between the ages of 15 and 30.
"Xbox seemed like a great way to access that audience. "
Did you approach Microsoft with the idea or was it vice versa? How did it come about?"
Hamdy: "My manager, Pat Nelson of Syndicate Works is an ex-Microsoft employee.
"Once we’d decided that Xbox was our first choice distribution platform, Pat arranged screenings with key executives, and they immediately saw the potential and the opportunity."
What do you make of the film's choice of platform? Do you plan to check it out? Let us know in the comments below or tweet @NowGamer_Feed.