BD-Live outlook and summary

Current state of development and acceptance (autumn 2009):
Manufacturers talk excitedly of bringing new dimensions and gigantic new functionality to BD-Live, but movie fans don't seem all that bothered: Few consumers use the new feature regularly. This isn't primarily because they're disinterested, but rather because of the largely weak offerings presented to date - a trailer here, a few pages of info there. It's especially disappointing if you've just waited a few minutes for the connection to be established.

A pleasing exception: the special edition of "Casino Royale" offers plenty of extras.

Some movies, however, are refreshingly different: The special edition of the James Bond Blu-ray "Casino Royale", for example, gives you access to longer trailers and more extensive extras. The most curious extra we've seen so far came on the extended version of "Hancock": control commands for a high-tech, home-theater armchair that's supposed to move in sync with the movie action.

On the new "Wolverine" Blu-ray, viewers will be able to use the "Live Lookup" function to access information about the movie and cast from an online database.

Despite consumers' lackluster interest in the technology, the movie studios have promised to extend the range of available extras, such as those seen on the Blu-ray "X-Men Origins: Wolverine". This release offers a so-called "Live Lookup" application and will supposedly retrieve information on the movie and its cast from the Internet Movie Database (www.imdb.com). At the time of testing (early October 2009), however, the feature remained inoperative - we eagerly await further developments!

We thought it unusual that Warner decided to link the legendary "Watchmen" Blu-ray to the "Facebook" network.

Where is BD-Live headed? A definite answer to this question still evades us, because there are so many areas of development. Whether the BD-Live function becomes established or disappears from the market will depend primarily on the content that it offers. But our interview with Dieter Schwengler (see below) encourages cautious optimism.

Interview with Dieter Schwengler, Business Development Manager for Europe at Sofatronic. "BD-Live is just getting started!"

Mr. Schwengler, what does the future hold for video-on-demand features such as BD-Live?

Schwengler: In Europe, of course, we're already able to meet the technical requirements for Video on Demand, using our Kaleidoscope Live platform, which we've presented at some trade fairs in Europe. Video on Demand is one of the most obvious things to include on a movie disc, but has already helped to realize many interesting ideas elsewhere, especially in the music industry.

The big problem at the moment is copyright, since the usage rights in various European countries are often held by different companies from those holding the Blu-ray rights. But many studios are already working on solutions, especially with a view to discs offering further extras or information related to the movie - I think Europe will also see something of these developments within 2009.

What's the current situation with extending the shopping and merchandise applications on Blu-ray?

Schwengler: Of course, it'd be great if movie fans could buy a soundtrack CD, a book accompanying the movie, or tickets to see the sequel simply using their remote control. We've therefore already begun offering technologies in these areas.

What approaches are already established? And how would payment work?

Schwengler: Since the Blu-ray player's connection to the Internet can be encrypted to the same security level as all other internet connections, buyers will be able to use any payment type that they can already use online. But, at Sofatronic, we think companies should simplify the processes considerably, so that users have to enter as little information as possible via the Blu-ray player's remote control - this means that the most convenient approach remains limiting the system to pre-existing online shopping accounts.

What potential does BD-Live offer for further bonus innovations?

Schwengler: BD-Live is just getting started, and all the parties involved will first need to explore the technology's possibilities, keeping in mind what ultimately entertains the viewer. I think that in the future we'll see more material that's produced after the disc itself is finished - reports from the set of the movie's sequel, fan material, or interviews with all of the people involved in filming. It's certain that we'll also see exciting games on future Blu-ray discs - this feature remains in its early stages. And also in terms of communicating with friends and other movie fans, we can expect to see a few interesting developments.

As an interactive medium, the Blu-ray disc has the potential to become the key element for engaging with a movie - and the menus and bonus materials are being designed with this in mind. At Sofatronic, we want to develop not only new ideas in this area, but also tools for making these possibilities available to as many movies as possible.