Ask John: Will the Anime Industry Change DVD Packaging Standards?

Question:
Do you think smaller artboxes would sell well, and maybe help curb people buying bootleg anime? Boxes like Geneon’s “ROD the TV” and “Requiem From The Darkness” I feel are more attractive and obviously save a lot more space. And there are also certain series I won’t buy legit copies of because they take up too much space on my shelf.

Answer:
I’m probably not the most suitable person to provide insight on this question because I personally don’t buy anime DVD artboxes, big or small. When I buy anime DVDs, my interest is primarily in the animation itself, and the packaging only secondarily. Furthermore, with the size of my anime collection, I simply don’t have the extra space to spare on storing artboxes. Thin paper ones seem too flimsy and cheap to be of any value to me, and several thick ones take up as much space on a shelf as another DVD keepcase.

So all I can do is theorize. So far we’ve seen Bandai, Geneon and Media Blasters experiment with DVD thinpaks and exceptionally space conscious DVD packaging. I suspect that if such packaging methods were really effective and profitable, we’d have seen them become more widely adopted by now. Since thinpaks and multi-disc cases are more efficient and smaller, it’s logical to presume that they’re also less expensive. However, that’s actually not the case. Thinpaks and multi disc cases are actually more expensive in bulk than standard single disc DVD keepcases. When you realize that the standard single disc DVD case is the home video industry norm, it becomes obvious that there are far more standard cases produced and sold, which makes them cheaper for manufacturers and distributors to buy and re-sell. So as the American anime industry continues to search for ways to capitalize profit, the small difference in price between standard DVD cases and thinpaks may be thousands of dollars when multiplied to a national distribution scale.

Furthermore, I suspect that regardless of how well space conscious packaging may sell to consumers, it’s probably impossible for such packaging methods to be profitable for distributors. Consumers instinctively expect the retail price of home entertainment to be visibly reflected in the product. I think that consumers psychologically accept paying $30 for an anime DVD in a standard DVD case, but would hesitate over paying the same price for the same DVD if it was packaged in a thinpak case. Psychologically, since it looks like less, we expect to pay less. The American home video industry has also already irrevocably established this perception in the minds of consumers. The anime industry typically packages only reduced price re-releases in multi-disc packages or thinpaks. Likewise, the Hollywood video industry packages inexpensive TV series seasons in thin, space conscious packaging. I just don’t think that consumers, en mass, will pay first run retail prices for anime DVDs released in thinpak or digipack packaging.

I don’t think the American anime industry will universally move to space conscious disc packaging unless the entire American home video industry does so. With profits already being so tight in the current American anime business, I doubt that many distributors will want to risk alienating consumers or creating negative impressions by seeking full retail prices for products that seem smaller and less substantial than earlier releases.

Finally, to address your personal point, which may apply to many other anime DVD collectors, I think it’s logical to consider packaging when evaluating the purchase of anime DVDs, but basing a decision primarily or entirely on packaging is foolish and irresponsible. As a responsible anime fan, keep in mind that when you purchase official, licensed anime DVDs you’re not only adding to your own collection; you’re showing your support for the anime industry and its artists. Buying unlicensed anime DVDs contributes nothing to the stability and advancement of the anime industry in Japan or America. In fact, it does the opposite. No artist wants to continue creating anime just to have it stolen by Asian video pirates and bought by unscrupulous American consumers that care only about satisfying their own desire for cheap entertainment. Regardless of how it’s packaged, buying authentic, official anime DVDs is one of the only ways consumers can express their gratitude and appreciation for anime in a substantial, physical way. Fan mail is, I’m sure, appreciated, but DVD sales pay salaries and expenses.