--Billed as Providing "Seamless Re-Screening" Experience between PC's and Mobiles
Warner Bros.' Warner Entertainment Japan arm on Monday announced plans to launch a Web site called "Warner On Demand," where Japanese consumers will be able to rent Warner Bros. movies and TV series for the first time directly from the studio via VOD, and download-to-own the studio's titles for PC's and mobiles. According to Warner Bros., Warner On Demand, which is slated to launch by the end of November, will be the only Web site to offer Warner Bros. content on a download-to-own basis, and will enable it to deepen its understanding of Japanese consumers' movie and TV series preferences, and build a direct relationship with them. Under a loyalty program that was originally launched in the US, Warner On Demand customers will receive regular news and updates from the studio on all theatrical, Blu-ray, DVD, VOD and electronic sell-through releases, and will be invited to participate in regular promotions and sweepstakes. The new service will operate alongside Warner Bros' existing Japanese distribution channels, the company says. "Warner On Demand is part of an important strategic initiative perfectly suited to Japan's leadership in technology," William Ireton, president of Warner Entertainment Japan, said in a prepared statement. "It will help us understand and support our customers better and at the same time help to grow the overall market for online video in Japan."
In order to buy content on Warner On Demand, consumers will have to purchase points, which they will be able to exchange for movies and TV shows. According to Warner Bros., the service will offer a wide range of content, including current and classic movie and TV titles, as well as a number of titles that have never been released on DVD. Content offerings at launch will include the first five films of the "Harry Potter" series which will be available for download-to-own (note: Warner Bros. says the first three movies in the series will be available on VOD from December 2nd for a limited period). In addition, "Harry Potter and the Half Blood Prince" will be available for download-to-own from December 2nd, and will be available on VOD and via "seamless re-screening" starting January 8th.
"Seamless re-screening" is Warner Bros.' name for a technology that the company says will allow consumers to purchase a Warner On Demand movie on a VOD basis and then, if they stop the movie on their PC, continue watching from the same point on their mobile phone, and vice versa. "Today's consumers want to watch our content wherever, whenever, on whatever platform they desire and nowhere is this more obvious than in Japan with the advanced networks on PC and mobile phones," Marc Gareton, EVP for the Asia-Pacific Region at International Warner Home Video and Digital Distribution, said in a prepared statement. "Warner On Demand responds to these needs. Being closer to the customer will in turn enable us to better market our films and TV series going forward."
According to Warner Bros., Warner On Demand will run on Skillup Japan's Uliza video content delivery platform. The mobile version of the service will be available only to NTT Docomo users, the company says.
