Ask John: Why is the Bleach DVD Box Getting Released so Quickly?

Question:
I was astonished to see that Viz is coming out with a Bleach DVD boxset for episodes 1-20 in October. This will retail for less than the first five DVDs. Considering this, and considering that DVD 5 just came out, what possible reason could there be for this? Why would anyone purchase the individual DVDs if they know that a cheaper boxed set would follow so shortly thereafter? It’s as if they were giving a raspberry to those people who bought the individual DVDs. “Look, you idiots, we’re coming out with a better set for less money than you just paid!” Or am I missing something?

Answer:
The fifth domestic Bleach DVD, containing episodes 17-20, officially went on sale on July 31st. The first domestic Bleach DVD boxed set, containing episodes 1-20, is scheduled for release on October 30th, only 3 months after the release of the fifth individual DVD. According to early reports, the boxed set will consist of 5 DVD discs plus a “Chain of Fate” wallet chain at an $89.98 retail price. The combined total retail price of the previously released individual discs contained in the set is $124.75. In effect, the first Bleach boxed set may be considered a superior release (because of its inclusion of the bonus premium item) at a lower cost than the separate, individual DVD volumes.

Viz Media’s decision to release a Bleach DVD set so quickly following the release of the individual DVD volumes is not surprising, but it reveals a focus on short term profiteering in place of concern with long term sustainability. Just a few years ago the talk throughout America’s anime community was on “market saturation” and the effect it was having on decreased sales and profits. The American anime market saturation of 2005 may be partially blamed on an over abundance of titles licensed and released in America, but an equally large blame should be laid at the feet of distributors that re-released the same titles multiple times. The outrage evident in this question clearly exposes the frustration felt by fans who want to support the American anime industry, but feel punished by doing so. AD Vision initially tried to reduce the impact of its profligacy by removing content from its discount priced re-releases in order to encourage consumers to purchase first-run releases. That tactic succeeded only in aggravating consumers who felt cheated out of content in the discount priced re-releases. So ADV Films changed its strategy to delaying its re-releases. Likewise, Bandai Entertainment has reduced the frequency of its catalog re-releases. But Viz seems to be paying no mind with the boxed set release of Bleach.

From a corporate perspective, I’m sure that Viz is eager to rush a Bleach set to market. Bleach is currently a hot title, and multi-disc sets are currently stronger sellers in America than individual DVDs. So the first Bleach boxed set is certain to generate a lot of revenue. But while the Bleach set may sell well and generate a lot of income, its release may also ultimately compromise the sustainability of the Bleach franchise. Prudent and cost-conscious consumers may quickly realize that actually supporting the initial individual volume DVD releases is counter-productive. There’s little motivation for consumers to buy first run DVDs when the same discs will be available cheaper, and possibly in more attractive editions, a relatively short time later. If a large number of consumers reach this conclusion, sales of debut release discs may significantly fall, which can jeopardize the entire DVD release of the series in America.

I’m sure that Viz isn’t consciously trying to spite its most faithful customers by producing a superior release of Bleach just after loyal consumers have purchased the initial release. Viz probably isn’t thinking about its most faithful customers at all. The lure of earning big sales and big profits by aggressively marketing Bleach while it’s most popular is a blinding ambition, one that exchanges short term profits for customer loyalty and long term sustained support.

I want to encourage fans to support the American anime industry buy purchasing initial release DVDs. It’s heavily the revenue from initial release DVDs that support America’s anime companies and determine which titles are and aren’t successful in America. Initial release titles which don’t sell well don’t earn the long-term support of America’s influential chain retailers. So a title that doesn’t perform well out of the gate will face an often-times insurmountable uphill battle to sales success. But releases like the upcoming Bleach boxed set, and the release strategy behind this release make supporting initial releases very difficult to encourage and justify. A number of America’s anime distributors have realized this conflict and have adjusted their distribution practices accordingly. Viz appears to have either not realized this conflict, or has chose to ignore it.