Sony (NYSE:SNE) is trying something a little different in hopes of boosting online video revenue, while attempting to figure out how to make more money in a multiplatform world.
Their first volley in the strategy is to launch a new series on the Web called "Angel of Death," a show telling the story of an assassin who turns on those that ordered the hits because the ones she killed are haunting her memories.
It'll be offered in eight minute segments over a period of eight weeks, across a number of sites affiliated with Sony. From there they'll push the series in a DVD offering, where they'll include scenes that bring the story together in a way that makes it more like a movie.
After that Sony will attempt to offer it across other platforms, like making it the TV movie of the week, etc.
I particularly like the direct-to-DVD initiative after the Internet run, as DVDs are very profitable and low cost to recreate.
Occasionally I remind marketers that use video to think in terms of why DVDs are so popular with people, and to incorporate that into your marketing campaigns.
The thinking behind it is people who like what you do want a big piece of you, and DVDs add something of the personal and behind the scenes look that true fans always like.
This is why never seen before footage and interviews are so compelling to real fans, and why DVDs are so popular. It's that feeling of being special by getting an insiders view of what went on or what's going on.
Even with some of our more general offerings it could be very engaging to include a look of what you did on the journey to make the DVD; even if it's a small sampling at what you did to make the video and why.
Sony displays many of their videos through the site they acquired for $65 million -Grouper - which they changed to Crackle.com.
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