Presentation titled "DVD Master Class" given by Blaine Graboyes (along with Sven Krong from Click Media) on March 27, 2005 at The Producers Guild of America

1. PGA DVD Master Class
• Introduction and Overview for Today
– Blaine Graboyes and Sven Krong
– Schedule
• 9.30 - 12.30 Morning Session - More Technical
• 12.30 - 2.00 Lunch - please be back by 1.45
• 2.00 - 4.00 Afternoon Session - More Fun and Business
– Use handouts for notepads, but focus on discussion
– Save questions until end of session please
– Audience Profile; TV, DVD, CD, Web, Client, Vendor
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2. Media Architecture
creative
technical
economic
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3. The Big Picture About DVD
• The creative, technical and business possibilities are
only just becoming understood and exploited
• Installed base may surprise you in both large overall
installed base, as well as big niche users
• DVD is a very profitable format for digital media
• Unique and evolving production / distribution models
can reach specialty markets and big money
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4. DVD Brings New Possibilities
• Marketing
– Bowflex & Select Comfort DM, Listerine, Lexus, TiVo
• Education and Training
– Classroom, Instructional, How-To, Certification
• DVD Games
– Scene It, Trivial Pursuit, Disney Games, InteracTV
• New Business Strategies
– NETFLIX, FlexPlay, Niche Rental, New Royalty Splits
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5. Photos > DVD Photo Book
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6. Installed Base Is Impressive
• 63% of U.S households (HH) have a DVD player
– Only 3.5% have DVR or TiVO and 25% have Broadband
• 29% installed base of DVD-ROM in use homes
• Hispanics have the highest rate at 78.3% installed
• NETFLIX projecting 5MM members by 2006
• Average sports video watched 20 times in groups of 3
or more 14-29 year olds = 60 viewings for only 1 DVD
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7. DVD Makes $$$$$
• Home Video market is growing quickly
– $4.6 billion in 1997 > now $14.3 billion in 2003
• DVD/video and rental accounts for 62% of total
domestic income for studios, with as much as 4/5ths
estimated to come from DVD sales
• Revitalize catalog titles - Scarface #1 in 2003
• Total shipments of DVD units up from 685MM in 2002 to
over 1 billion in 2003, with 33% gain in sales revenue
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8. Unique Distribution & Niche Markets
• In-Store Promotions, In&On Pack Premiums, Gift-
with-Purchase, LidRock, Magazine, Newspaper, Gas
Stations, Convenience Stores - EVERYWHERE!
• Recent Examples
– Hell Boy promo DVD at Best Buy
– Daredevil mini-DVD on-pack at Circuit City
– Perfect Date marketing DVD for Fox Intl.
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9. Unique Distribution & Niche Markets
• Women
– Control 80% of household expenditures
– Buy 50% of all cars and influence 80% of car purchases
– DVD installed base in female HH = to national average
– Men may earn more, but control only 24% of purchases
– Women love games too, just different kinds
• Kids
– DVD has an 80% installed base in homes with kids
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10. Introduction to the DVD Format
• Presented by Sven Krong
– Features of DVD-Video & the TV experience
– Features of DVD-ROM & the PC experience
– Explanation of DVD-Video, DVD-ROM and Hybrid
• Samples of DVD-ROM and projects DVD-VIdeo
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11. Features of DVD-Video
• DVD disc provides more storage and faster access
• Cinema-like quality; interactive and linear video
• High-quality stereo and surround sound
• Provides data store and computer functions
• Consumer benefits; quality, quantity, price
• Drives consumers to want to buy and own media
• Global market for DVD-Video hardware and software
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12. DVD-Video Hardware and Software
• Entertainment
• Consumer Electronics
• Gaming
• Business
• Education
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13. DVD-Video Not Fully Realized
• Consumer Awareness
• Compelling Content (beyond movies)
• Connected Media
• Original Develop Specific to DVD
• Branded Entertainment
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14. IP and DRM
• IP = Intellectual Property
• DRM = Digital Rights Management
• How will consumers use your DVD?
• How will you manage your IP?
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15. Expiration Dates
• How long will DVD remain the market leader?
• When will the demand for next generation begin?
• When to expect generation hardware and software?
• When will removable media become obsolete?
– Maybe never?
• Brad Collar to discuss further at end of Afternoon Session
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16. DVD-Video Content Creators
• Producers, Directors, Designers, Programmers
– Understanding the technology
– Understanding your market
– Implications for production
– Implications for the narrative
– Opportunities
– Resources
– Pitfalls / Unknowns
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17. Features of DVD-ROM
• DVD can contain any computer data or files
– Video, HTML, Flash, Applications, Databases, PDF, etc.
• Options
– DVD-Video - software playback and integration
– DVD-ROM - interactive content and data
– Hybrid - integration of Video and ROM contents
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18. Video, ROM and Hybrid
DVD-Video
HYBRID
TV Experience
DVD-ROM
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19. DVD-ROM For Consumers
• Awareness of experience is limited
• DVD-ROM content not driving sales
• DVD-ROM capabilities under utilized
• IP Rights for Content Creation unclear
• Broadband connectivity not high enough
• DVD-ROM not making money!!!
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20. The Next Step for DVD-ROM
• Driving awareness
– Studios, producers, manufacturers, killer apps
• Exploring new applications and markets
– Travel, shopping, VR
• Generating revenue
– Sales and marketing
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21. DVD-Video Example
The Last Minute
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22. DVD-ROM Example
Click Media
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23. Glossary of Important Terms
• Included in handout
– Courtesy of Bruce Nazarian
• Please note any other terms needing further
explanation and feel free to stop and ask
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24. MAJOR SECTION #1
• Overview of the DVD Production Process and Tools
– DVD Production Pipeline Overview
– The DVD Toolbox
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25. DVD Production Pipeline
1. Pre-Production
2. Production, Post and Delivery
3. Design for DVD
4. Video and Audio Encoding
5. Authoring and QC
6. Output and Testing
7. Manufacturing
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27. Pre-Production
• Capturing the vision in the DVD Spec
• The MOST IMPORTANT PART OF DVD PRODUTION!
– 90% preparation and 10% execution
• Pre-Pro Toolset
– Flowchart Tools - Illustrator, Visio, OmniGraffle
– Data Tools - Excel, Word, FileMaker
– Communication Tools - Phone, Email, IM, Video Conf
• Proprietary tools for client review / project management
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29. Production and Post
• Same tools and process as broadcast
– Final Cut Pro, Avid, After Effects, Flame, etc.
• Choose formats, media and mediums
– Film, HD, DV, 16:9, 4X3
• Quality In = Quality Out
– DVD does not improve quality of master
• Organized delivery is key to smooth process
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31. Design for DVD
• Begin with flowchart and content files
• Design Process
– Design Direction and Layouts
– Motion Comps and Animation
– Production Art - add contents
– Reviews, QC and Approvals
– Organized Delivery as per Project Specs
• Generally TARGA, TIF, BMP or DBC tape
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33. Video Encoding
• Hardware vs. Software
– Hardware = Faster, Better Quality, Expensive, Studio
• IO = SDI, Masters = DBC, DV, Beta
• Minimum 3 X real time to encode
– Software = Slower, Good Quality, Less Expensive, Portable
• IO = DV or data, Masters = DV or files
• Generally 8 - 12 X real time to encode
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34. Audio Encoding
• Generally Dolby Digital or DTS
– Hardware = Real Time, Best Quality, Studio Environment
• IO = AES, analog or data
– Software = Usually not Real Time, Good Quality, Ok usage
• IO = data
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36. Authoring
• The right tool for each job - what can you afford?
– Scale of Risk vs. Expenses
• In-House - consumer and produmer
• Out-of-House - professional and proprietary
– Can do powerful development on your desktop
– Data IO Key - SCSI still common for DLT, firewire, networks
– Choice is available between Macintosh and Windows PC
• Pros and cons pale fore personal issues
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38. Output and Testing
• Final review before replication run(s)
• Emulation vs. Preview System
– An emulation system testing for usability to compliance
of the DVD Specification
– Emulation systems allow you to debug, by reviewing the
structure and programmatic elements
– DVD-R for QC and Review
– DLT for Manufaciring
• Check discs come back an are again review to avoid issue
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40. Manufacturing
• Duplication - use of DVD-R for one-off or low volume
– Limited to DVD-5 capacity = 4.7GB
• DVD-9 DVD-R coming soon at 8.5GB
– Great for pitches and presentations
• Replication - mass production from raw materials
– Good for 1000s to millions of discs
– For mass distribution, i.e. retail sales, etc.
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41. COVER IN AFTERNOON SESSION
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42. Short Break
10 minutes
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43. • In-Depth Coverage on DVD A-Z
–Pre-Production
– Production, Post and Delivery
– Design for DVD
– Video and Audio Encoding
– Authoring
– Output and Testing
– Manufacturing
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44. Pre-Production
• The most important phase of the whole process
– 90% preparation and 10% execution
• Begins with signed commitment for project
• Capture the vision and idea of the project
– Seems esoteric, is actually just practical
– Make sure you aim for and hit THE BAR
• Pre-Production documentation (samples)
• Takes days, weeks or months depending on project
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45. Pre-Production Document Samples
• RFP/ Proposal / Budget
• Schedule and Milestones
• Flowchart and Navigation
• Content and Data Sets
• Team and Gear
• Contracts and Legal
• Specification and Overview Documents
• Marketing One-Sheet
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46. Pre-Production Document Samples
• RFP/ Proposal / Budget
– RFP = Request For Proposal
– Client request to vendor to provide estimate for work
• Proposal can be as short as an estimate or as long as 100 pages with
storyboards, prototype DVDs, etc.
– Often includes multiple elements or departments
• Branding and Creative
• Design and Production
• Technical Services
• Marketing and PR
• Manufacturing
• Sponsors and Funding
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49. 2MM DVD-Replication
Dwarfs Production Budget
Offer All-In Price w/o
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Production Line Items
DVD Master Class

50. Schedules and Milestones
• Pre-Production days, weeks or months WORK ORDER
•
•
Production
Design
weeks or months
2 - 12 weeks } OFTEN IN PARALLEL
• Encoding 1 full day for a 2 hour program
• EB QC
6 to 10 weeks 1 or 2 days ALL ASSET DUE DATE
In an average, perfect world
•
•
Authoring
Menu Mux
1 - 2 weeks
3 - 5 days } OFTEN IN PARALLEL
• QC 1 or 2 days
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51. Flowcharts and Navigation
• Captures the vision and user experience of the
project into a single document that is shared by the
entire production team and outlines all key aspects
– a.k.a. Disc Config(uration)
• Should clearly document; menu types, style and
configurations, interactivity, button names, etc.
– An error in spelling or function in the flowchart can cost
time and money later in the process - REVIEW WELL!
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58. Content and Data Sets
• Content file for every menu or screen (text)
– Menu button text
– Biographies, Filmographies, Web Info, etc.
• Data Sets are often used for projects that contain
large amounts of repetitive screens, such as Galleries
or Question & Answer screens for DVD games
• Content and Data Sets must be reviewed for 100%
accuracy and approved by client before production
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59. Team and Gear
• DVD requires a team with diverse skill sets
– Executive Producers
– Producers and Directors and Production Crews
– Creative Director and Design Production Team
– Researchers, Writers, Business Development
– Video and Audio Post
– Subtitle Creation and QC
– Video and Audio Encoding
– DVD Authoring and Web / ROM Development
– Quality Control
– Production, Project and Process Management
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60. Essential Gear
• Computers for design functions
• Editorial, video post, DBC decks
• Audio mix, music and sound effects
• Compositing
• 3D and Special Effects
• Project Management
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61. Contracts and Legal
• Before any work begins, there must be a signed
agreement between client / vendor / partner
• Should outline relevant issues such as Budget,
Schedule, Scope of Work, Copyrights, etc.
• Can be done yourself or may require legal help
– Michael C. Donaldson’s Clearance & Copyright: Everything
the Independent Filmmaker Needs to Know - the essential
guide to dealing with acquisition, rights and insurance
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62. Contracts and Legal
• Sample of Palm Pictures contract from The Last
Minute co-produced by Patrick Anding and me
19 PAGES
NAME / LIKENESS
REQUIREMENTS
OVERVIEW DELIVERABLES
WORK FOR HIRE
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63. Specifications and Overviews
• Sometimes may be contained in previous documents
• Specifications = Disc Configuration
• May also include:
– Brand Book or Style Guide
– Focus Group Testing
– Game Play Guidelines
– Marketing Documents
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64. Marketing One-Sheets
• Basically back-of-box copy with additional
information on project overview and production
strategy and team members
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65. Disc Configuration
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66. Pre-Production Summary
• The best project will be 90% organization and
preparation and 10% execution
• A well pre-produced plan allows for adaptation,
evolution and improvement along the way
• And saves the time and money needed for this along
the way by considering issues before they happen
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67. • In-Depth Coverage on DVD A-Z
– Pre-Production
–Production, Post and Delivery
– Design for DVD
– Video and Audio Encoding
– Authoring
– Output and Testing
– Manufacturing
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68. Production, Post and Delivery
• Basically the same as broadcast production
• Get the DVD team involved as soon as possible
• Discuss complex issues about formats, interactivity
• Quality In = Quality Out
– DVD does not improve video and cannot add fades, cuts
• Organized delivery is key to smooth production
– Clip name, Timcode IN and Timecode OUT
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69. Production for DVD Tips
• Encoding and authoring cannot alter your video - what
is on your tape is what we will be on your DVD
– Fades, edits, cuts, supers, etc.
• Encoding for DVD is NOT editing, more like CAPTURE
• Michael W. Dean’s $30 Film School is the book on no-
budget filmmaking and is a readable primer with tips
for even the most experienced professional
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70. • In-Depth Coverage on DVD A-Z
– Pre-Production
– Production, Post and Delivery
–Design for DVD
– Video and Audio Encoding
– Authoring
– Output and Testing
– Manufacturing
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71. Design For DVD
• Broadcast specs with overlay complications
• Focus on producing menu/screens and graphics packages for
use in Video Post
• What is a DVD Menu? - system for navigating disc and
accessing content
– Background Menu Art
– Subpicture Overlay
– Audio / Music / FSX
– Xtions, Intro, Outro, Loop
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72. DVD Menu Structure
loop point for menu
audio track
subpicture/button track
Program Chain Editor displaying motion menu
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73. DVD Menu Structure
Background
Menu Art
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74. DVD Menu Structure
Background
Menu Art
showing
button
areas &
navigation
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75. DVD Menu Structure
Background
Menu Art
showing
all button
highlights
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76. Design For DVD - Creative
• Basic Menu / Screen Layouts
– Main Menu is most common with options to Play and access other
features and menus
• Common Menu Arrangements
– Feature Film, TV, Music, etc.
• Easter Eggs
– Hidden content available thru game-like features
• Menu / Screen Types
– Still, Motion, Scenes, Gallery, Transitions, etc.
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77. Motion Menu Sample
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78. Motion Menu Sample
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79. Motion Menu Sample
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80. Main Menu
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81. Setup
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82. Scenes
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83. Special Features
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84. Special Features Alternate
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85. Environments
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86. Design For DVD - Technical
• Each authoring facility has specific delivery requirements
• Typical sizes for DVD menu production
– NTSC and PAL / 4X3 and 16:9
• Equipment for production and delivery
• Overlays / 8-bits / Highlights
– Complexities hopefull explained
• Delivery of art to compression / authoring
• Trend, Trips and Tricks
• Takes 2 - 8 weeks generally depending on the project
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87. Square vs. Rectangular Pixels
720 X 540 Square Rectangular 720 X 480
PC TV
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88. Typical Screen Sizes
• NTSC 4X3 - Construct at 720X540, resize to 720X486,
crop to 720X480 center for delivery
• NTSC 16:9 - Construct at 960X540, resize to 720X486,
crop to 720X480 center for delivery
• PAL 4X3 - Construct at 720X540, resize to 720X576
• PAL 16:9 - Construct at 960X540, resize to 720X576
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89. Typical Screen Sizes
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90. Typical Screen Sizes
Using Canvas Size
Crop from 720 X486
To centered 720 X 480
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91. Typical Screen Sizes
4X3 Pan&Scan
16:9 Widescreen
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92. Equipment for Design
• Typically desktop computers (Mac or PC)
– Networked using consumer or proprietary software
• Video Editorial is now standard
– Footage delivered on DBC or HD
• Sometimes use of post house tools
– Flame, Henry, Combustion, Da Vince, etc.
• Software Tools; Photoshop, Illustrator, After Effects, Final
Cut, Avid, 3D, etc.
• Audio Delivery; 16-bit, 48KHz PCM files
– 5.1 Surround usually delivered on DA-88
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93. Overlays, 8-bits, Highlights
• The most often misunderstood aspect of DVD design
– The subpicture overlays form the visual display of the user
remote / menu cursor action
• Very limited graphical display format
– 4 color, no anti-aliasing
• 1 color becomes transparent, leaving 3 colors for highlight
• Generally use White, Red, Green, Blue
• Basic shapes and straight edges are best
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94. Sample of 8-bit Overlay
Overlay 8-bit
showing
8-bit art
file in
Photoshop
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95. Overlays, 8-bits, Highlights
• Overlay input file is remapped in authoring
– RGB values of input mapped to new RBG in authoring
– Allows for 16 levels of transparency
• Three Overlay States
– Default base appearance
– Select cursor on specific button
– Activate displays momentarily after SELECT
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96. Sample of 8-bit Overlay
Via RGB color values and transparency
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97. Buttons On Menu Screen
DVD Menu
showing
button areas
only
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98. Buttonsm 8-bit and Background Art
Background
Menu Art
showing
all button
highlights
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99. Delivery Of Art To Authoring
• Each authoring facility has different specifications
for delivery of assets; check early in production
• Double check all files before delivery to authoring
– Changes later cost excess time and money
• Delivery Formats
– TARGA, TIF, BMP, DBC, documentation
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100. Trends In DVD Menu Design
• Narrative Storyline
• Original, Exclusive Cast Content
• Very High Production Value
• Random, Custom Menus
• Games and Challenges
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101. Tips And Tricks For DVD Design
• No overlapping button areas
• Overlays flash at end of motion menu loops
• Technical specifications for best playback
– Null sound 15 frames at head to ensure audio synch
• Not too much text; 50 words, 18+ point
• Test design and overlay on NTSC monitors
• Consistency across menu sets
• Do not include extra channels, layers, alphas, etc.
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102. • In-Depth Coverage on DVD A-Z
– Pre-Production
– Production, Post and Delivery
– Design for DVD
–Video and Audio Encoding
– Authoring
– Output and Testing
– Manufacturing
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103. Video and Audio Encoding
• Methodical and time consuming for best outcome
– 3+X real time minimum for video encoding
• 2 hour film = 8 hour day for encoding
• Discuss 16:9 and 4X3 issues
– Anamorphic and Pan&Scan
• VBR and CBR video encoding methods
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104. Video Encoding Timeline
• 1st Pass = Analysis and Operator Adjustements
• 2nd Pass = Encoding / Compression
• 3rd Pass = Review, QC and Revisions (if needed)
– 3rd Pass can easily take more than X1 TRT
• Therefore takes one full day for a 2 hour movie
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105. Video And Audio Master Formats
• Video Master Formats
– Digital Betacam (DBC), Beta SP, DV, DVCam, data
• Audio Master Formats
– Video master, DA-88, DAT, data
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106. 16:9 And 4X3 Overview
• 16:9 is widescreen video for display on newer 16X9
TVs, often plasma, LCD or projection
– Wider than tall in 16 X 9 ratio
• 4X3 is the classic, standard TV display ratio
– Can be letterbox or full frame
• Letterbox - bars at top and bottom
• Full frame, also Pan&Scan - complete display
– Pan&Scan is showing a 4X3 portion of a larger 16:9 image, often
showing just the center portion, though tracking is possible
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107. 16:9 and 4X3 TVs
16:9 Widescreen 4X3Classic TV
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108. 16:9 And 4X3 Overview
• A video master provided in Anamorphic 6:9 format can
be encoded for DVD in a manner that allows the user
to choose between aspects ratios upon playback
• A 4X3 master cannot be encoded for 16:9 display
– Requires a post house anamorphic conversion
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109. VBR & CBR Encoding
• VBR = Variable Bit Rate
– Encode rate / quality varies over the time in relation to the
complexity of the source material
• Theoretically, bits are saved in easy scenes for use in harder
• Provides most efficient use of space vs. quality
• Generally takes 2 passes for encoding
• CBR = Constant Bit Rate
– Encode rate does not vary over course of program
• Excellent quality if space is not concern (<70mins. DVD-5)
• Requires only 1 pass for encoding - faster!
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110. VBR & CBR Encoding
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111. • In-Depth Coverage on DVD A-Z
– Pre-Production
– Production, Post and Delivery
– Design for DVD
– Video and Audio Encoding
–Authoring
– Output and Testing
– Manufacturing
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112. Authoring Basics
• Main Stages of DVD Authoring
– Video / Audio Compression
– Subtitling
– Formatting (Authoring or Programming)
• Pre-Production is the most essential component
• Bit budgeting
• Advanced authoring topics and concepts
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113. Authoring Tools
• Use the right tool for the right job
– Shareware NA NA
– Consumer home use 1-10
– Prosumer indie, corporate 100s, 1000s
– Professional distro, labels 10,000s
– Proprietary studios 1,000,000s
• For average project: 3-5 days menus, 1-2 weeks DVD
113
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114. Consumer Tools
• Allows anyone to make a DVD with limited functions
• Generally provides compression to MPEG-2
• Uses pre-built templates for menus
• Output to DVD-R only, no DLT support
• Products Include
– Sonic MyDVD and DVDit
– Apple iDVD
– Ulead DVD Movie Factory
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115. Prosumer Tools
• Provide limited access to the DVD Specification via and
Abstraction Layer or Metaphor
– PGCs = Stories
• Less a limit in functionality or possibilities, more a limit in
expert control and reliability
• Products Include
– Adobe Encore
– Apple DVD Studio Pro
– Sonic REELDVD
– Pinnacle Liquid Edition 5.5
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116. Prosumer Tools
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117. Professional Tools
• Provides full access to the DVD Specification with
more control and reliability
• Sonic Solutions - Mac and Windows products
– Scenarist SGI still running some places
• Products Include
– Sonic DVD Creator - Mac
– Sonic Scenarist - Windows
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118. Proprietary Tools
• Ultimate tools in terms of control and reliability with
greater speed in all aspects, but only available to the
studios and Hollywood vendors
• Use of workgroup environment for high productivity
• Products Include
– Toshiba
– Panasonic
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119. Pre-Production For Authoring
• Production Documentation
– Flowchart, Asset List, Data Sets, Specifications
• Bit Budgeting
– DVD holds a finite amount of data
• DVD-5 4.7GB 2 hours video
• DVD-9 8.5GB 4 hours video
• But, compression schemes are variable
– Better Quality = + MB, < TRT
– Lower Quality = - MB, > TRT
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120. Bit Budget Sample
Disc Size
Total Video Run Time
Average Bit Rate for Encode
Maximum Bit Rate For Encode
Bit Rates for Audio Tracls
Track 1 = stereo
Track 2 = surround
Subtitle Tracks
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121. Advanced Authoring Topics
• Seamless Branching
• 16X9 vs. 4X3
• Multi-Angle Video
• Random Functions
• Dual Layer
• User Operations
• Copy Protection
• Storing and Using Values
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122. Seamless Branching
• Ability to seamlessly (without a noticeable video or
audio glitch) and programmatically (based on certain
parameters) switch between different video
elements on the DVD - such as Parental Controls or
Interactive Storytelling
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123. Parental Block
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124. 16:9 vs. 4X3
• Each VTS can only contain either / or
• Menus need to be authored twice
– Subpictures do not scale via TV display
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125. Multi-Angle Video
• Ability to include up to 9 video tracks or angles that
play in parallel, allowing the user to switch real time
between different views or content using the ANGLE
button on the remote control
• All multi-angle tracks must be identical in length
• There is a lag between angle switching due to player
• Impact on bit budget - each angle X run time
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126. Multi-Angle Video
7 video angles
1 audio track
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127. Random Function(s)
• Random PGC Playback
– Designate a PGC (video clips or chapters) to playback in a
random order controlled by the player
• Random Values
– Generate a random number to be used programmatically
by the DVD Author to add random user experience
• User for Games
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128. Random PGC Playback
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129. Dual Layer
• SSDL - Single Side, Dual Layer - DVD-9
– Holds 8.5GB or about 4 hours of video
– Allows for printing on one side of disc
• DSDL - Dual Side, Dual Layer - DVD-17
– Holds 17GB or about 8 hours of video
– Does not allow for printing on either side of disc
• All DVD players can play dual layer discs by refocusing
between data layers during playback
– There can be a minor pause during the layer break
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130. User Operations
• Ability to control what functions are available to the
user via their DVD remote control
• A specific button or control can be locked out during
any part or all of the DVD
• This is to control navigation and user experience,
especially in more complex titles or games
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131. User Operations
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132. Copy Protection
• CSS - Copy Scrambling System
– Intended to stop PC copying
• Hacking can break CSS
• APS - Macrovision
– Intended to stop analog copying
• Can be stripped using Copy Box from Radio Shack
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133. Copy Protection
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134. Storing and Using Values
• This is how all interactivity on DVD is built
– 16 GPRM (General Parameter) values
• Each 16 bits (0 or 1) long
– It is all about how you use them
• Numerals vs. Bits
– Numerals are 1, 2, 3… +, -, X, /
– Bits are 0 and 1 binary
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135. Storing and Using Values
Each GPRM can be named
for reference during authoring
135
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136. GPRM Functions
• Move to another
• Swap with another
• Add + to / with another
• Subtract - from / with another
• Multiply X from / with another
• Divide / from / with another
• Modulo remainder
• Random value generator
• And binary logic
• Or binary logic
• X Or binary logic
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137. GPRM Functions
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138. When DO GPRMs Reset
• Initial Access
• Power ON / OFF
• Stop. Stop.
This can effect
• Title Search navigation and
• Play a Part of Title game play
• Time Play
• Menu Call from Stop State
• Programatically
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139. • In-Depth Coverage on DVD A-Z
– Pre-Production
– Production, Post and Delivery
– Design for DVD
– Video and Audio Encoding
– Authoring
–Output and Testing
– Manufacturing
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140. What is QC?
• QC or Quality Control is the process of reviewing and
testing your DVD project at varies stages throughout
production to ensure the best possible quality
• QC issues cover everything from video and audio
quality, to aesthetic concerns, to DVD playback
functionality, navigation and compatibility
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141. Output and Testing
• Quality Control is essential at EVERY STAGE!
• Stages of QC
– Flowchart navigation
– Content spelling and grammar
– Master(s) quality of provided tapes
– Subtitles synch, placement
– Video / Audio encoded quality
– Menu Mux design and function
– Emulation overall functionality
– Check Disc compatibility, manufacturing
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142. EB or Video and Audio QC
• EB = Elementary Bit Stream (video, audio, subtitles)
• EB or Video / Audio QC
– Focused on synch, no glitches, overall quality
• Menu QC
– Verify artwork, buttons and navigation are correct
• Logice QC
– Functionality of the overall DVD and Spec compliance
142
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143. Output and Testing
• QC Philosophy
• Functionality vs. Compatibility
• 3rd party QC companies
• QC of DVD-9
– DVD-9 DVD-R coming soon!
• QC takes 1 or 2 days for typical DVD
– Takes 3 - 5 days for Compatibility Testing
143
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144. QC Philosophy
• Allow time and budget for proper QC
• QC is support function for everyone to ensure quality
• Assume the project is 100% correct and work back
• Functionality is the key issue
– Video, Audio, Subtitles, Defaults, Buttons, User Ops
– Entails checking hundreds of buttons and combinations
• Aesthetics is second issue
– First impressions are made in design, especially seamlessness
– Menu Art, Highlights, 4X3 / 16:9,
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145. Functionality vs. Compatibility
• Functionality is about sticking to the DVD Spec and
delivering the desired user experience
• Compatibility is about dealing with incompatibilities
between players due to manufacturer differences
• DVD Specification covers discs not players
• Use a 3rd Party Lab for compatibility QC
– Intellikey, Numerique - test across hundreds of players
145
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146. QC Of DVD-9
• Current only three options
– PC-base Emulator - requires advanced hardware and does not allow
for testing on multiple devices, but does allow viewing the entire
project
– Shrinker App - 3rd party shareware recompresses video to fit onto a
smaller size media, but is not a qualified authoring tool and could
create unkown issues
– Post-Gape - divide the content onto two DVD-Rs, but never able to
review the entire project on one disc
• DVD-9 DVD-R is coming soon!!
146
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147. MAJOR SECTION #2
• In-Depth Coverage on DVD A-Z
– Pre-Production
– Production, Post and Delivery
– Design for DVD
– Video and Audio Encoding
– Authoring
– Output and Testing
–Manufacturing
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148. Manufacturing
• Work with a reliable, registered replicator
– Must pay DVD Royalties
• DLT (Digital Linear Tape) is preferred format
• Replicator will provide Check Disc
– For compatibility testing
• Usually 2 - 5 days for Check Discs, the 7 - 12 days for a
full replication run
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149. Duplication vs. Replication
• Duplication - use of DVD-R for one-off or low volume
– Limited to DVD-5 capacity = 4.7GB
• DVD-9 DVD-R coming soon at 8.5GB
– Great for pitches and presentations
• Replication - mass production from raw materials
– Good for 1000s to millions of discs
– For mass distribution, i.e. retail sales, etc.
149
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150. Duplication vs. Replication
Replication
Manufacturing
Plant
Duplication
Home and Office
150
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151. Manufacturing Stages
1. Disc Art, Insert and Package Design
2. Package and Insert Printing
3. DVD Replication
4. DVD Disc Art Printing
5. Assembly
6. Shipping
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152. Replication Process
• Premastering input media verified
• Glass Mastering LBR creates etched master
• Electroplating master is plated to create mold(s)
• Stamping mold(s) used to stamp data
• Metalization aluminum added to reflect light
• Lacquering protective layer added
• Bonding optically transparent glue
• Printing silkscreen or offset on disc
152
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153. Replication Pricing Guidelines
1,000 10,000 1,000,000
• DVD-5 $1.10 $.64 $.55
• DVD-9 $2.50 $.95 $.90
• Sleeve $.15 $.10 $.07
• Assembly
& Shrink Wrap $.13 $.13 $.13
ROUGH ESTIMATES, NOT ACTUAL!
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154. Replication Royalties
• Always use a licensed replicator that pays DVD
royalties , as this can open both your company and
your client to potential lawsuits
– Royalties are approximately $.18 per replicated disc
• Beware of super-lowball replication quotes
154
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155. 1 Day
for 2 hr.
Days Movie
Weeks
Days Months
Weeks
6 to 10 weeks
1 -2
Months
In an average, perfect world
2 - 12
Weeks
Weeks
1 Day
for 2 hr.
Movie
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156. Lunch Break
1.5 hours - please be back by 1.45pm
Fun, Samples and $$$$ to follow
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157. Sample DVDs
• The Last Minute unique special features
• Sinbad 3D models to DVD-Video
• Ice Age DVD-ROM
• Living Through photo book
• The Confession multi-angle movie
• Live…and Alone Music DVD
• Algebra’Scool educational
157
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158. Commercial Sales and Distribution
• License va. Distribution vs. Indie Sales
• Exciting new markets are emerging and untapped
– Women, Children Hispanics, Games, Urban, Music
• Unique new development and distribution models
• What DVD means to a filmmaker
– Sandi DuBowski in Filmmaker, Vol.12#2
• Sample financial breakdowns
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159. New Markets, New $$$
• Direct-to-DVD market is $2 billion and growing fast
• TV shows and miniseries have been a gold mine
• Less money at theatres = big increases in DVD sales
• Women on average with everyone else using DVD
• Hispanics have higher DVD rate than average in U.S.
• HD-DVD coming soon - Brad Collar to discuss
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160. New Markets, New $$$
Warren Lieberfarb mentioned recently “…that more
important than capacity (concerning HD-DVD) is wheter
the high-def disc also offers interactive gamelike
functionality. That’s something that would entice
consumers to update their DVD libraries (and
hardware), especially in the area of children’s…”
160
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161. DVD Inspires New Business Models
• Gold Circle offers to
divvy up 100% of DVD
royalties in exchange
for talent to waive high
fees for theatrical
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162. DVD Provides New Distributon Models
Cynthia Rhea, SVP of Marketing, HBO Home Video
DVD is an “overnight sensation”. It’s a “big deal” she
continues, “because the medium is crossing over
from logical-sounding places like bookstores to gas
stations and convenience stores, selling to impulse
buyers at an attractive margin.”
162
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163. What DVD Means To Filmmakers
• By Sandi DuBowski from Filmmaker, Vol.12#2
– Extending the story
– Audience feedback via ROM and Web
– As a fundraising tool
– As a Master Class
– Better Making-Ofs
– License shorts and existing films
– Explore the DVD as a new Platform
– Get educated to produce the best DVD
– Have deliverables (assets) prepare as soon as possible
– Utilize DVD for press and publicity
163
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164. International DVD
• What it takes to reach the whole world
– PAL and NTSC
– Subtitles
– Content localization
– Video / Audio format conversions
– Authoring a second version
– Packaging
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165. PAL and NTSC
• DVD still uses PAL and NTSC video standards
– Cannot be on same side of DVD
• Can be on opposite sides of DVD-10 or DVD-17
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166. Subtitles
• Subtitles are often included only for Main Program
• Common configuration for Europe is EFIGS
– English, French, Italian, German, Spanish
• User can preset DVD player to search for preferred
subtitle (and other language settings) if available
166
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167. Process For International
• Decide on which countries and how many versions
– SKU - Stock Keeping Unit - ID for each disc and package
• Localize Content
– Menus, Subtitles, Audio, VAM
• Video and Audio Format Conversions
– Video via Alchemist Ph.C TX
• Audio follows video if on tape
– Audio at qualified house if Surround or separate
• Author International Version(s)
– Create new DVD(s), often from scratch due to additions / changes
• Packaging Changes (as needed)
167
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168. Region Coding
1. North America
2. Europe, Middle East,
South Africa, Japan
3. Southeast Asia and
Taiwan
4. Central and South
America, Mexico,
Australia, New Zealand
5. Russia, Africa
6. China
7. Airlines and Ships
168
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169. Region Coding
• Set by Author before output to DLT
169
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170. DVD Marketing
Presented by Brian Ring
170
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171. Table of Contents
• DVD Business Overview
• Media Environment
• DVD-based Marketing
171
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172. Brian L. Ring
• President, DVDMarketer LLC & New Biz Dev, Comchoice
 DVDMarketer LLC is a market research publisher focused on the use of DVD as
marketing tool. 1st report published Jan 04: four separate research initiatives.
www.DVDMarketer.com
 Comchoice is a leading DVD production and marketing services company
• Strategy Consulting, Business and Corporate Development, Content Licensing,
Marketing Research, Venture Capital, Digital Media
• Psychology BA, UC Berkeley; MBA, U Penn/Wharton
• Strategic Decisions Group; Sony Pictures Entertainment; PricewaterhouseCoopers;
Universal Music Group; various startups
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173. 28 DVDs sold more than 5MM units in 2003
Rapid Growth in DVD-Video Software Shipments
1,200
DVD-Video Shipments CAGR = 79.8%
1,000
800
(MMs)
600
400
200
0
1999 2000 2001 2002 2003
DVD Shipments 98 182 364 685 1,023
• Buy rate of 17 DVDs per DVD HH has remained remarkably stable.
• The analogous number for VHS is 6.
Source: Digital Entertainment Group
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174. DVD players will be in over 2/3rds US HH
Rapid Growth in DVD Player Shipments
35.0
CAGR = 75.6%
DVD Player Shipments
30.0
25.0
20.0
(MMs)
15.0
10.0
5.0
0.0
1999 2000 2001 2002 2003
Player Shipments 3.6 9.9 16.7 25.1 33.7
• 17MM DVD players sold in Q4 2003 alone, a 29% period-to-period increase.
• Approximately 37% of DVD HHs have more than one player.
Source: Digital Entertainment Group
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175. DVD Penetration: The # behind the #s
Console DVD DVD Rom Expanded
Overall 46% 29% 63%
$75K - $99K 63% 45% 82%
18-24 62% 37% 84%
25-34 66% 34% 83%
With Kids 61% 37% 81%
175
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Source: CENTRIS
DVD Master Class

176. Broadband is coming!
• VHS HHs rose by 4MM in 2002 to 97MM
• DVD Recorders will drive new growth
• HD DVD will drive new growth
• PVRs will integrate DVD recorders
• Billions in broadband investment have yielded 21MM HHs. (Memo: 69MM) Consumer
proposition is confused: $30/month for 170kbps?
• What about South Korea? South Korea's national backbone consists of 13,670 miles of optical fiber. In 2001 Verizon laid 20,500
miles of optical fiber in West Virginia alone. Population density in Seoul is roughly twice that of New York City.
• The Storage Paradox: My buddy’s music collection…
• DVD: simple to understand; simple to use; lots of storage with more coming; small form
factor; cheap to replicate and distribute
176
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177. Puzzle: Name the company
1-Jan-08 1-Jan-07 1-Jan-06
Total Revenue $272,243 $152,806 $75,912
Cost of Revenue $148,360 $78,136 $49,907
Gross Profit $123,883 $74,670 $26,005
Gross Margin 46% 49% 34%
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178. Puzzle: Name the company
• On a busy day, this company distributes 5MM
Gigabytes/day. This represents half of the entire
bandwidth capacity of the U.S. Internet
• This company has more than 18,000 movie titles.
This represents 6 times the amount of a typical
neighborhood video store.
• Customers of this company rent roughly 97 percent
of all of the 18,000 titles in their library.
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179. The Answer
179
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180. Table of Contents
• DVD Business Overview
• Media Environment
• DVD-based Marketing
180
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181. Video Is Critical To National Advertisers
National Advertisers' Budgets (Bs) National Advertiser Budgets: Consumer Media
Projected 2003
Four TV Networks $15.5 35%
Spot TV $10.6
Cable TV $14.1
Syndication TV $3.5
Radio $4.4
Magazines $11.8 65%
Newspapers $7.3
Video Media Subtotal
All Other Consumer Media
• National, consumer media only. Local not included.
• Other media not included: Direct mail; Yellow pages; Internet; Outdoor
Source: Robert J. Coen, SVP Universal McCann; Does not include a range of other
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182. Media Facts
• Proliferating media channels have fragmented audiences
• Video drives commerce: the Barry Diller vision. TV retail
growing at 6.2% CAGR vs. 4.5% for general retail.
 “Video creates richer experience; Detailed explanation; Highly visual;
Call to action; Entertaining; Credibility from personality”
• Consumers are adopting on-demand media consumption
behaviors.
• “Digital video production costs are rapidly declining.”
 Except now it is actually happening.
• TV advertising is facing a direct challenge in DVRs.
 SAT Question: Napster : Music just like ______ : TV Advertising
 How many in the room have ______?
182
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183. AVOD & Branded Entertainment
Exhibit Q9 Advertising Agency Survey
• 9. Please rate each of the following statements on a
scale from Definitely Disagree to Definitely Agree. n=109
Consumers are willing to watch informative advertising
clips, TV shopping clips, and product demonstration videos
6% 11% 59% 25%
on a voluntary, on-demand basis, if they can control the
experience and the videos are relevant to them.
Eventually, advertiser-produced content, or “branded
entertainment”, will be at least as effective for marketers as a 22%
5% 51% 22%
30-second spot.
Source: DVDMarketer LLC 0% 20% 40% 60% 80% 100%
Definitely Disagree Somewhat Disagree Somewhat Agree Definitely Agree
• 84% agree that consumers will participate in AVOD behavior
• 73% agree that branded entertainment and advertainment will
be at least as effective for marketers as a 30-second spot.
183
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184. Table of Contents
• DVD Business Overview
• Media Environment
• DVD-Based Marketing
184
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185. Companies Interested In DVD
Exhibit Q11 Advertising Agency Survey
• 11. How interested are you, if at all, in each of the
following integrated marketing opportunities that a DVD-
based marketing campaign can provide? n=94
The ability to control the entire DVD campaign
Top 2 Box
including programming, messaging, and 48% 29%
77%
distribution tactics.
The ability to exclusively sponsor a TV-style
Top 2 Box
program on the DVD so that messages, ad spots, 48% 29%
77%
and/or overlay graphics are placed without clutter
The ability to distribute product demonstration
Top 2 Box
shopping and informational videos in an on- 49% 24%
73%
demand "product catalog" on DVD.
The ability to distribute full-screen video content,
Top 2 Box
including advertainment, on a user-friendly 49% 20%
69%
platform with a huge installed-base.
The ability to distribute advertiser-produced
Top 2 Box
games, including enhanced DVD, PC, and console 43% 23%
66%
games, on a marketing-driven DVD.
0% 20% 40% 60% 80% 100%
Source: DVDMarketer LLC
Somewhat interested Very interested
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186. Sponsored Content Examples
• BMW: BMW Films “The Hire”
 Bundled with Vanity Fair; 750K
• Sony Pictures: Hellboy Preview
 Free at Best Buy counter tops; 500K
• CBS: Sneak Peak for Fall Lineup
 Blockbusters and Entertainment Weekly magazine; 3MM
• TiVo: 20-minute Celebrity driven infomercial
 Participating retailers; 500K
• General Mills: Columbia Tristar content
 Cereal boxes; 8MM
• Mountain Dew: And1 Streetball DVD Series, Urbanworks
 Traditional distribution/sales model
186
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Source: DVDMarketer LLC
DVD Master Class

187. Charts, Data and Resources
• Comchoice Installed Base and U.S. HH Data
• DVD Demystified by Jim Taylor
• DVDSP2 Complete Guide by Bruce Nazarian
187
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188. The Future of DVD
Presented by Brad Collar
188
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189. Outlook on
HD-DVD Technology
Brad Collar
Director, Digital Distribution Technology
Warner Bros. Technical Operations
March 27th, 2004
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190. Agenda
• Wish-List for HD-DVD
• HD-DVD Format Concept
• Two Camps
– Blu-ray
– DVD Forum
• Audio/Video Codec Candidates
• Timing of HD-DVD
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191. Wish-List for HD-DVD
• A single format
– Playable on both CE and PC products
• Sufficient viewing time
– Enough capacity on a single disc to accommodate feature length theatrical
motion pictures and associated bonus material
– Multiple options to allow cost effective disc manufacturing over a wide range of
total viewing times
191
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192. Wish-List for HD-DVD
• Superior picture quality
– Support for image resolutions up to 1920x1080
– Capable of a quality superior to other sources of consumer high definition
content
– Multiple aspect ratios
– Playback device able to output multiple TV standards from a single source on a
disc
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193. Wish-List for HD-DVD
• Player compatibility with legacy standard DVD video and DVD
audio discs
• Renewable copy protection
– Based on published cryptographic algorithms and revocable
devices
– Optional watermark
– No unprotected outputs
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194. Wish-List for HD-DVD
• Advanced authoring features
– Capability to support SD and HD content on the same disc
– Multiple languages for soundtracks, menus, and sub-titles
– Multi-channel lossy and lossless audio compression formats
– Seamless video/network/ROM integration
– Support for streaming audio, sub-titles, or metadata over a network connection
– Capability to mix disc-based and network based audio streams
– Multi-story and multi-angle support with few restrictions on content
– Graphics capability which supports vector animation, fonts, and screen savers
– Persistent storage capable of storing game scores, etc.
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195. Wish-List for HD-DVD
• Effective enforcement of compliance for playback device,
content, and physical media
– More widely available content authoring and verification tools
• Robust and secure region playback control
195
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196. Wish-List for HD-DVD
• Mandatory player connectivity to the Internet
– Publisher’s option for advanced interactivity with internet-based
content, as well as disc-based content
– User experience should be controlled by content when disc is
loaded
• Mandatory player support for network controlled playback
options
– Network-based authorization for copy(s)
– Network-based authorization of disc bonus features
196
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197. How Critical is Network Connectivity?
• To provide consumers a clear and compelling step-up from
today’s DVD: Connectable players support key features, e.g.
deliver new content, extended usage rules and e-commerce.
• To provide consumers the ability to integrate HD-DVD
products into a home network.
• The step-up experience should be consistent in CE and PC
environments, i.e. not 10 ft. versus 2 ft. experiences.
• Without mandatory connectivity capability, a baseline
approach will attract baseline discs and excite fewer sales.
197
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198. HD-DVD Format Concept
HD-DVD Video Player
HD Copy Protection
HD Video 2.0 (includes SD content and addresses Wish List)
SD-DVD Video Player
CSS
SD Video 1.0 (eDVD option)
Blue Blue
DVD5 DVD9 DVD18 (single layer) (dual layer)
198
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199. HD-DVD Format Concept
Current SD-DVD Future HD-DVD
HD Movie
Blue (dual layer)
+bonus material
Blue (single layer)
SD Movie
+bonus material HD Movie
DVD-9 HD/DVD-9
SD Movie
199 DVD-5
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200. What is WB’s vision for HD-DVD?
Current DVD HD-DVD
Home
Network
Current
HD-DVD Player
DVD Player
Internet
Internet
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SD TV
DVD Master Class HD TV

201. Two Camps
• Blu-ray Disc Founders
– Operating outside DVD Forum
– Closed consortium, but engaging studios for input
• DVD Forum
– Physical format proposed by Toshiba and NEC (AOD = Advanced Optical Disc), now
known as HD-DVD
– Application currently under development
• Warner Bros engaged in both efforts
201
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202. Blu-ray Disc Founders Proposal
Blue Laser =405nm 0.85NA lens
0.4mm separation
0.1mm Dual Layer option
Cartridge required
1.1mm substrate thickness
• Technology Features
– 0.1mm thickness cover layer
– 1.1mm thickness substrate
– 0.85 NA objective lens
• Capacity for Pre-recorded Media
– 25GB single layer
202
– 50GB dual layer
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203. DVD Forum Proposal (HD-DVD)
Blue Laser =405nm
0.65NA Lens
1mm separation
0.6mm Dual Layer option
0.6mm substrate thickness
• Technology Features
– 0.6mm thickness cover layer
– 0.6mm thickness substrate
– 0.65 NA objective lens
• Capacity for Pre-recorded Media
– 15 GB single layer
203
– 30 GB dual layer
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204. Selecting a Physical Media
• Blu-ray
– Larger data capacity than HD-DVD
– Currently using only MPEG-2 in application layer, which will fit roughly 140 minutes on
a single layer, 25GB disc
– Reduction of cover layer to 0.1mm makes discs more susceptible to damage
compared to HD-DVD
• HD-DVD
– DVD Forum to select advanced compression scheme to enable longer playing time on
15GB and 30GB discs
• Example: 12 Mbps average data rate (audio/video/subtitles) yields run-time of 166
minutes on single layer, 15GB disc
– Keeping current 0.6mm cover layer
• Studios still evaluating which physical format is most cost effective
204
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205. Video Compression Codec Candidates
• MPEG-2
– Standardized in 1994
– Used in current DVD (needed for legacy support)
• AVC (a.k.a. MPEG-4 Part 10, H.264)
– Same quality at 40-50% of MPEG-2 bitrate
– Standardized in ISO/ITU in December, 2003
– Licensing terms still being worked out
• Microsoft Windows Media 9
– Same quality at 40-50% of MPEG-2 bitrate
– Standardizing in SMPTE as VC-9
– Some companies claim Microsoft doesn’t own all of the intellectual property
in VC-9
205
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206. Audio Compression Codec Candidates
• Dolby Digital – used in current DVD
• DTS – used in current DVD
• Dolby Digital Plus (DD+)
– Allows for higher/lower data rates
– 32 kbps – 3 Mbps
• DTS++
– Allows for higher/lower data rates
– 64 kbps – 3 Mbps
• HE AAC
– More efficient than DD+ or DTS++
– No support in legacy A/V receivers
• MLP (Meridian Lossless Packing)
– Currently used for DVD Audio
– Only lossless candidate
206
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207. The Two Camps and the Codecs
• Blu-ray
– MPEG-2 for video compression
– Dolby Digital audio codec as mandatory
– DTS audio codec as optional
– Basically, same as today’s DVD
• DVD Forum
– Feb, 2004: Provisionally adopted MPEG-2, AVC, and WM-9 for
video compression
– Mandate for at least one lossless and at least one lossy audio
codec
– Most likely will choose DD+ and MLP
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208. Timing of HD-DVD
• Blu-ray HD-DVD recorders already being sold in Japan
• HD-DVD Launch Criteria
– Technology readiness
• Copy protection is the gating factor
– Number of HDTVs deployed with copy protected inputs
– Market factors
• Best Guess on studio launch – 2006
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209. QUESTIONS and ANSWERS
209
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