The Chronicles of Narnia has created history in the growing home entertainment sector by becoming the highest selling Disney DVD since its release last month. The Movie acquired the feat by dethroning The Lion King by over 30% in sales. Daniel Solnicki, vice president, Buena Vista Home Entertainment International says, “The success of the DVD has been phenomenal in India echoing its success worldwide (as the highest selling DVD of 2006). The growing hardware (DVD / VCD players) penetration and the aggressive marketing efforts by our partner in India are taking the home entertainment business to new heights.”
Adds Rajat Jain, Managing Director – The Walt Disney Company (India) said, “Creativity and great stories traverse all boundaries and this movie has been a great Disney experience that audiences across India have embraced with equal fervor.”
The Narnia DVD has been topping the International DVD charts for continuous weeks since its release. Says, M.N Kapasi, Excel Home Videos, “We expected the DVD to reverberate its success worldwide, but the performance was higher than expected. The DVD being a value product with its inbuilt language selection feature (English, Hindi) enabling the viewer to watch the Movie in the language of his/her choice has further helped the cause. The pan India response has prompted us to add more Indian Languages to future editions.”
The huge success has also been attributed to the summer vacations and the unique sales promotions activities for children. Says Mehul Rathod, Movies and More, (India ‘s only exclusive chain for Movie DVDs).“The DVD has received a huge response, with the summer vacation and the unique sales promotion activities aimed at children. The DVD with its competitive pricing has done extremely well across the country. The Product has been a best seller since its release, and has been our highest selling product in terms of its volume and value.