Australian Film Commission
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20 November 2017
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2008

Australian share of retail video titles in 2007

21 May 2008

The value of retail video (DVD and VHS) titles sold in Australia has grown from $151 million to $1,231 million over the last 10 years according to figures released by the Australian Film Commission (AFC).

"It is very exciting to see so many Australian titles achieving strong DVD and VHS sales," said AFC Chief Executive Chris Fitchett. "This data about the performance of Australian titles in the retail video sector complements the available data on box-office earnings and television ratings to give a snapshot of the screen industry in Australia."

The AFC has assigned country of origin to the top selling video titles to provide information of titles, units sold and sales value of this growing sector.

All genre analysis:

Of the top 1,000 selling video titles in Australian retail outlets the value of Australian titles was $52 million in 2007, up from $40.3 million in 2006.

The 77 Australian programs in the top 1,000 titles accounted for 8.5 per cent of sales across all genres sold last year, a rise from 7.1 per cent in 2006. The highest selling titles in 2007 were Happy Feet, Summer Heights High and Kenny.

The top 10 Australian titles on video in 2007 were:

Rank*TitleGenreDistributorRelease date
1Happy FeetMovieRoadshow26 Apr 2007
2Summer Heights HighAdult TV dramaABC25 Oct 2007
3KennyMovieMadman7 Dec 2006
4AC/DC: Plug Me InMusicSBME15 Oct 2007
5Kath & Kim: Series 4Adult TV dramaRoadshow17 Oct 2007
6McLeod's Daughters: Season 6Adult TV dramaSony10 Apr 2007
7Thank God You're Here: Series 2Adult TV dramaRoadshow23 Aug 2007
8The SecretDocumentaryBrumby1 May 2007
9Powderfinger & Silverchair: Across the Great DivideMusicUniversal Music1 Dec 2007
10AC/DC: Plug Me In: Collector's EditionMusicSBME15 Oct 2007
Source: Australian Film Commission (AFC) analysis of GfK Marketing data.
* Ranked by value of retail sales.

There were 33 Australian titles in the top 1,000 movie titles sold in 2007, accounting for $17 million or 3.9 per cent of sales, up from $12 million or 3.0 per cent in 2006. The highest selling Australian title was Happy Feet, which was also the highest grossing Australian film at the box office in 2007. Kenny, the highest grossing film at the 2006 box office, placed second, followed by The Castle, which secured third place. The Castle, the highest grossing Australian film at the box office in 1997, has maintained strong sales since the its first DVD release in 2004, achieving a top three ranking every year.

The top 10 Australian movies on video in 2007 were:

Rank*TitleDistributorRelease date
1Happy FeetRoadshow26 Apr 2007
2 KennyMadman7 Dec 2006
3 The Castle: Standard Edition Roadshow 19 Aug 2004
4 Wolf Creek Roadshow 2 Mar 2006
5 Mad Max Trilogy Warner 15 Nov 2006
6 Ten Canoes Palace 24 Jan 2007
7 Strictly Ballroom: Special Edition Fox 23 Apr 2003
8 Boytown Roadshow 21 Feb 2007
9 Strictly Ballroom: Fabulous Edition MGM 1 Nov 2006
10 Babe UIP 12 Jul 1999
Source: Australian Film Commission (AFC) analysis of GfK Marketing data.
* Ranked by value of retail sales.

There were 38 Australian titles in the top 500 adult TV dramas sold on video in 2007. These account for $22 million or 9.3 per cent of all sales in this genre, up from $15 million or 7.5 per cent in 2006. The highest selling Australian TV drama was Summer Heights High. By the end of 2007, after just over two months in release, it achieved the highest cumulative sales of any individual Australian title over the past four years.

The top 10 Australian adult TV drama titles on video in 2007 were:

Rank*TitleDistributorRelease date
1 Summer Heights High ABC 25 Oct 2007
2 Kath & Kim: Series 4 Roadshow 17 Oct 2007
3 McLeod's Daughters: Season 6 Sony 10 Apr 2007
4 Thank God You're Here: Series 2 Roadshow 23 Aug 2007
5 We Can Be Heroes: Finding the Australian of the Year (Special Edition) ABC 1 Nov 2006
6 Thank God You're Here: Series 1 Roadshow 1 Nov 2006
7 Thank God You're Here: Series 3 Roadshow 28 Nov 2007
8 McLeod's Daughters: Season 1 Sony 10 Sep 2003
9 McLeod's Daughters: Season 5 Sony 3 May 2006
10 McLeod's Daughters: Season 2 Sony 14 Jul 2004
Source: Australian Film Commission (AFC) analysis of GfK Marketing data.
* Ranked by value of retail sales.

There were 133 Australian titles in the top 500 documentaries sold on video in 2007. These account for $7 million or 19.2 per cent of all sales in this genre. This marked a rise in value from $5 million but a fall in share from 20.9 per cent. The highest selling documentary was The Secret. In under a year it became the highest cumulative selling individual Australian title since 2004.

The Top 10 Australian documentary titles on video in 2007 were:

Rank*TitleDistributorRelease date
1 The Secret Brumby 1 May 2007
2 Choir of Hard Knocks: The Voice of RecLink ABC 13 Aug 2007
3 Bra Boys Hopscotch 16 Aug 2007
4 The Slim Dusty Movie (plus CD) Shock 4 Nov 2006
5 Ocean's Deadliest EMI 24 Mar 2007
6 Phar Lap: The People's Champion Chevron 11 Apr 2001
7 Wrecks to Riches: Season 1 Force Video 15 Aug 2008
8 The Australian Cricket Collection: Cricket in the 50s, 60s, 70s & 80s ABC 1 Nov 2006
9 Crude: The Incredible Journey of Oil ABC 6 Jul 2007
10 Mythbusters: Volume 1 Force Video 4 Jul 2005
Source: Australian Film Commission (AFC) analysis of GfK Marketing data.
* Ranked by value of retail sales.

Methodology:
GfK Marketing tracked over 31,000 video releases sold in Australian retail outlets in 2007. Representing around 85 per cent of the retail market, these sales accounted for over 66 million units at a value of just over $1.2 billion in revenue.    Box sets that have been assigned an Australian country of origin must include at least one individual Australian title.  However, box sets may include additional foreign titles.

All genre: In analysing the GfK data, the AFC has assigned country of origin to the top 1,000 titles, ranked by value of retail sales. Though containing only 3 per cent of titles, this subset accounted for 51 per cent of total sales revenue.

Movies: Around 14,000 of the 31,000 titles were movies, with a combined value over $600 million. In analysing the GfK data, the AFC has assigned country of origin to the top 1,000 movie titles, ranked by value of retail sales. Though containing only 7 per cent of movie titles, this subset accounted for 64 per cent of total sales revenue for the genre.

Adult TV drama: Around 3,500 of the 31,000 titles were adult TV drama titles, with a combined value of over $300 million. In analysing the GfK data, the AFC has assigned country of origin to the top 500 adult TV drama titles, ranked by value of retail sales. Though containing only 15 per cent of adult TV drama titles, this subset accounted for 73 per cent of total sales revenue for the genre.

Documentaries: Around 3,000 of the 31,000 titles were documentary titles, with a combined value of over $37 million. In analysing the GfK data, the AFC has assigned country of origin to the top 500 documentary titles, ranked by value of retail sales. Though containing only 18 per cent of documentary titles, this subset accounted for 91 per cent of total sales revenue for the genre.

For results of video sales back to 2004 see www.afc.gov.au/gtp

The AFC, FFC and Film Australia will support the Australian screen industry as Screen Australia from 1 July 2008.

Media Enquiries:
Aja Shanahan, Avviso PR for the AFC
Ph: (02) 9368 7277 or 0424 780 439
Email: ajas@avviso.com.au

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