BD-Live awareness and usage are still low, but slowly increasing. Most studios are ramping up efforts to include various applications on their new releases (such as social communities or access to exclusive content) as they count on that feature to drive Blu-ray adoption, helped by the new players with Wi-Fi.
Research done by The NPD Group shows that, even among BD consumers, only 30% are "somewhat aware" of the functionality, and about 20% actually use BD-Live regularly (which seems to be the same percentage of DVD users who use the special features on their DVDs). Russ Crupnick, NPD entertainment industry analyst, admits that "for a feature that we are counting on to drive Blu-ray adoption, we still have a long way to go".
One of the major obstacles for BD-Live adoption is the actual connection of the player to the Internet: most BD-Live compatible players don't have Wi-Fi, so they must be cable connected. The arrival of the first set-top players with Wi-Fi (such as the
LG BD390) will hopefully improve the situation.
With regard to the actual content being offered, studios maintain diverse stances.
Sony Pictures Home Entertainment was the first to offer BD-Live on its international releases, including localized (translated) interactive content for 10 global markets. The studio has shipped over 80 BD-Live enabled titles in North America. According to studio data, more than 3.5 million consumers have accessed at least one BD-Live screen on a Sony movie, at an average of about 100,000 visitors per week. The Blu-ray of '
The Da Vinci Code' included "Cinechat" functionality that lets users discuss the movie while watching it; it also offered users a theatrical discount on 'Angels & Demons'.
Warner's philosophy is that BD-Live should include five components: exclusivity, immersion, customization, creativity and community. For the studio, the "killer apps" are the social communities (such as the recent deal with Facebook) and virtual screenings (such as that which the studio offered with director Christopher Nolan on '
The Dark Knight'). In August, Warner will first include BD-Live content in a TV release with '
Fringe: The Complete First Season', which will offer access to previews of the upcoming TV season.
Universal Studios Home Entertainment uses the so-called "U-Control" functionality. On the upcoming '
Coraline', viewers will be able to tour the film's sets, behind-the-scenes moments, voice-over sessions and animatics.
Lionsgate uses a proprietary social networking application called "MoLog". In April, the BD release of '
The Spirit' included the first use of "Lionsgate Live", which offers commentaries, games, ringtones, wallpapers and trailers via on-screen notifications and widgets.
Paramount Home Entertainment made available 25 minutes of '
Transformers' bonus materials and sequel sneak peeks (see
our post of June 18).
20th Century Fox Home Entertainment included some BD-Live content with '
24: Season 7'.
Walt Disney Studios Home Entertainment will include an interactive magic mirror on the upcoming '
Snow White and the Seven Dwarfs' to engage little princesses at home.