A case study: House of Gucci DVD release
As streaming conglomerates proliferate, creating (and more often absorbing) content with abandon, the ‘death’ of physical media has become a monthly rallying cry on Film Twitter. The obsolescence of DVDs and Blu-Rays is a feature, not a bug, of a streaming economy: why own your favorite film or television show when it will land on one of the major streaming sites at some point?
This is, of course, not actual ownership (not even ‘purchasing’ a film on Amazon Prime or Google Play is) and gives no guarantee of the media’s longevity and one’s ability to watch and rewatch (think of Daredevil’s search for a home now that Netflix is dropping its own original Marvel series). But even with physical media’s nostalgia and permanence appeal, changing the convenience and affordability mindset is an uphill battle; while streaming costs are rising, especially when one needs many services to see Netflix or Disney+ exclusives, a month is often the cost of one brand new DVD and requires no trip to Target.
While an entertainment economy that supported digital and physical media equally would be the best and most sustainable option, there is no easy answer. Now, DVDs, Blu-Rays, and 4K releases must distinguish themselves by their bonus features and picture quality. Their goal is to offer a more complete and high-quality experience for the die-hard fan rather than those tuning in just for an evening.
House of Gucci is the latest physical media release to get a deluxe treatment. While the film has been available for digital download since the beginning of February, its DVD and Blu-Ray release on 22nd February in the US and UK offer a look behind the scenes. The Oscar- and BAFTA-nominated film’s bonus features include “Styling House of Gucci," a look at the unique dressing and styling of each actor and space to convey their characters; “Lady of the House," a five-minute exploration of Lady Gaga’s transformation into Patrizia Reggiani; and “The Rise of the House of Gucci," a making-of look at Scott’s vision from the script’s long incubation to the award-contending final project.
This last feature spends ten minutes on Scott’s creative journey including his storyboards and the way he skillfully commands four cameras to capture scenes in a single go. It's a superb and exciting look at a master’s craft. While brief, the overview it gives of House of Gucci from inception to the finished result—and the surprising improvisations along the way—deepens appreciation of the artistry behind and in front of the camera.
The star-studded cast and deluxe designs take center stage in the two shorter featurettes. The film’s publicity team knows what aspects of the creation will appeal to fans of fashion history and Lady Gaga. “Styling House of Gucci” and “The Lady of the House” begin as glorified marketing spots but they take into account the evident buy-in from the DVD audience. There are surprises even for those who have watched the film more than once, and the care that went into the recreation of iconic venues is especially impressive.
The fact that House of Gucci has only been nominated for one Academy Awards—Best Makeup and Hairstyling—is a surprise considering Gaga’s, Leto’s, and the film’s general high profile throughout awards season (though its wins in other circles should not be discounted). With the focus on its stars and design, these featurettes clearly have this prestige in mind, knowing their selling points and areas where the film has gone toe-to-toe with the competition. Regardless of the final awards tally after Oscars night, giving the craftspeople a platform behind the scenes and the actors a platform out of character adds to the appreciation of their respective artistries.
For House of Gucci and many similar releases, these physical media exclusives are enriching bonuses for those who buy the DVD and Blu-Ray. None of the features, however, may convince those who are not already fans of the film, its director, or its stars to take it home. Perhaps, however, the unconverted are not the target audience. Maybe to survive, physical media must provide fans of their specific creation something more and new. After understanding Scott’s camera set-up and the painstaking fashion design, such fans might seek out other work by these creatives.
And perhaps, in this case, House of Gucci does not provide enough in twenty minutes of content to satisfy those curious for the full story. Peter Jackson’s magnificent Lord of the Rings and lackluster, over-bloated Hobbit trilogy both set the bar for exciting, exclusive, and plentiful behind-the-scenes content, elevating both finished pieces in the process. House of Gucci’s featurettes are much more edited down and streamlined, providing a similar overview without the breadth or depth.
The uneasy balance between content, marketing, and an ever-changing media landscape is exemplified by House of Gucci’s physical release. As streaming monopolies continue their production of original material and acquisition of film festival favorites, the centrality of its extra features in its DVD marketing is a bold approach. And the product will likely last longer on the shelf than in the cloud.