The How-Not-To-Get-Ripped-Off DVD Guide

Remember that time many moons ago when you bought a movie on VHS? You probably neither knew or cared which studio actually made the damn thing. But now, DVD has greatly heightened consumer awareness of which studio releases which film. In America, for example, every DVD owning schmuck knows you can't buy a Fox film on DVD. Most also know that if it's Disney, it'll have no features, not be 16x9 enhanced and will probably be released late. If it's Warner, it'll be out early and be stuffed full of goodies.

The early indications point towards a similar, if less dramatic, story here. So far, for example, every studio in Europe has made full use of the anamorphic enhancement of titles (although we've yet to see what Disney will do). But one area where the differences are most marked - and passions run highest - is the wallet area.

In the UK, RRPs vary from £15.99 for a Warner title way up to £23.99 for a Columbia one. You'd think, then, that maybe the Columbia title would be better, wouldn't you?

Well, far from it. No title yet released, or announced, from the studio features has any extras whatsoever and none are dual sided or layered. Warner, by contrast. are set to release the feature-stuffed dual layer Contact: Special Edition in September (see here for the US version review) - if they stick to their current pricing plans, they'll be walking all over Columbia.

Below is a comparative table of prices and features for the largest UK and US studios:

Studio	US RRP	US Extras	US 16x9	UK RRP	UK Extras	UK 16x9
Columbia	$25	Yes	Yes	£24	No	Yes
Warner Bros	$15-$25	Yes	Yes	£16	Yes	Yes
MGM	$25	Yes	Usually	£20	Yes	Yes
Disney	$30	No	No	?	?	?
Universal	$30-$40	Yes	Usually	?	?	?

But that's only half the story. So far, not much in the way of discounting can be found for UK titles - maybe a pound or so here and there. In the US, it is routine to knock around 20% off when buying from a mail order or discount outlet. So when comparing street prices (UK converted to dollars @ $1.6=£1 for comparative purposes:

Now, admittedly, there are lies, damn lies and statistics, and we are used to paying more for everything here than in America. But it is the disparity between studios which is interesting. Let's look at Warner for a moment. Their cheapest discs have yet to be unveiled (Sphere and US Marshals, meanwhile, can be had for around a staggering $15) and, these are a very new developments. Up until this point, titles have sold at the still excellent $19 discounted price. On that score, Warners come out top of the class - we pay a relatively unextravigant 135% of the US price. Columbia come, suspire, surprise, last at a phenomenal 195% of the US street price - very nearly double. The biggest rip off, and so far with the fewest extras.

But there is worse to come. In the UK, you're doing well if you can find a DVD sold for the RRP at all - HMV, Virgin and Tower records (in come cases) are marking up around 10% on top off RRP. Interestingly, The Virgin Megastore in London reserved this happy policy for the cheaper titles, but excluded it from Columbia's - selling there for the recommended £23.99. Hats off at the moment for MVC and Andy's Records, both selling just below RRP, and Dixons / PC World, who seem to be hitting the mark.

So what's a poor DVD owning soul to do? Import everything? If you like, but don't forget those hidden costs of postage and customs. On a $19 Warner or MGM title, all other things being equal, I'd advise buying region 2 (although certainly NOT from HMV or Virgin). Sure, it'll be a bit more of a wait, but the quality will be better. If it's a title you love, you'll want the best.

As to Columbia, it's a different story. They do seem to the leading authority on Michael extraction. If you can get code free for your player, you'll save a good deal of money in the long run by importing your movies rather than buying local Columbia titles. I asked Columbia to comment for this article (and I'll keep asking), but so far they have not responded. They are, in short, failing the UK consumer. And they mustn't forget - we do have a choice.

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All reviews / articles copyright Guy Rowland (1998).