10 Things We Learnt From Reading The BVA Yearbook

Tuesday, May 18 2010
10 Things We Learnt From Reading The BVA Yearbook

We’ve been perusing the newly published BVA Yearbook, which now includes a directory listing at the back. And, as ever, the Yearbook makes for essential reading and is always handy to have floating around on your desk. Here’s some facts we gleaned from flicking through its pages of information…

1. BVA and Blu-ray promotions received 500 pieces of news coverage across the media. It was part of the activity spreading the word about the format that saw a £1 million campaign that included the “What Are You Waiting For?” TV spots. It was seen by 40 million people, with 9 million recalling the ads and a resulting improvement in understanding of the format. (Article from Blu-ray Partners campaign director Simon Heller.)

2. The BBFC classified some 10,068 video titles in 2009, the third successive year on year fall in numbers. It also published new Classification Guidelines after conducting widespread research with more than 8,700 people. (BBFC director David Cooke’s piece.)

3. Theatrical exhibitors prevented some 70 movies from being illegally filmed in cinemas for piracy purposes, thanks to vigilant staff. Rewards totalling £70,000 were paid out and FACT officials believe that filming in cinemas has plummeted – with just two films being successfully copied from filming in cinemas over the past 16 months, compared with 17 in the previous year.  In a successful year for the organisation, reports of pirate activity soared by 25 per cent after the most successful prosecution ever in terms of sentencing, which saw a piracy ring receiving a total of 18 years’ imprisonment. (FACT director general Kieron Sharp’s feature.)

4. The message is getting through elsewhere too. Some 38 per cent of 16 to 34-year-old males have stated an intention to buy legal content to help support the industry. That rises to just under 50 per cent for those who’ve seen the Industry Trust For IP Awareness’ advertising, such as its You Make The Movies spots, compared with 24 per cent for those that haven’t seen it. (Industry Trust director general Liz Bales’ article.)

5. The number of SKUs continues to grow – in 1995 there were some 20,000 different SKUs that sold one or more copies. By 2002 that number had double, by last year it had doubled again to 80,000. At the same time, Q4 is becoming less important. In 1995 it accounted for 78 per cent of the market, 15 years later that had fallen to just 62 per cent. (OCC md Martin Talbot’s analysis.)

6. Digital downloads and electronic sell through continues to grow. In 2009 there were some 7.2 million titles downloaded, up 40 per cent on the previous year. They were worth just under £30 million, an average price of £4.03 per unit. (BVA/OCC/Screen Digest figures.)

7. There is still some VHS floating around the system. No, honestly, There were 146,000 units in the system. (BVA figures.)

8. The specialist retailer’s share of the market didn’t fall off the cliff in 2009, despite the fact that Zavvi disappeared from the high street. The specialist sector’s share of the total market fell by less than one per cent in volume terms, aided by a strong performance from HMV. Both the grocery and internet sectors continue to show growth.

9. Some familiar faces continue to dominate the year end charts. Harry Potter was the year’s overall bestseller (Harry And The Half Blood Prince), Disney is still the biggest children’s distributor (and has been since BVA records began); Take That, Jeremy Clarkson and Davina McCall still dominate their respective genres and Universal still has a stranglehold over the stand-up comedy market. Newer faces, however, included 4DVD’s Inbetweeners in TV, Danny Dyer in sport (Football Foul Ups, from Revolver) and relatively new name Michael McIntyre topped the stand-up charts. One returning star was Michael Jackson, whose death saw four of his DVDs appearing in the year-end music charts.

10. After nine years of continued decline, the rental market at last showed volume growth. Its performance was believed to have been aided by the continued growth of LOVEFiLM and the fact that in recessionary times, renting is the cheapest option for consumers. It’s still a different beast – Blockbuster’s best 10 renting titles of the year featured completely different titles from the year’s bestsellers, LOVEFiLM’s 10 biggest renters had just two titles in common.

Additional fact: The Raygun is now a proper publication. We must be, we’re featured in the directory listing in the back…

For more information on the yearbook and to buy a copy, click here