The Nines on DVD
In North America, The Nines is now available on DVD. So I thought I’d explain what’s on the disc and why, and the process behind it.
The cover art
The original one-sheet for the movie featured Ryan Reynolds tying the green string around his wrist. Even as we were preparing for the theatrical release, we encountered resistance from Sony’s home video marketing folks, who worried that viewers might think the movie was in black-and-white. 1 Since I preferred this one-sheet to all other candidates, I told Sony that we could revisit the issue when it came time for the DVD.2
Once theatrical was finished, I was happy to have the conversation with the marketing folks. It kept coming back to the Wal-Mart factor: where would you physically put The Nines on the shelf? Is it in the thrillers, or the comedies, or the dramas?
A movie playing in a theatre can be several genres at once; a ticket buys you the experience of seeing the film, which you’ve presumably sought out based on advertising and publicity. But a DVD is a bunch of atoms that can only be in one place at a time. The box is either going to be in “thrillers” or “comedies.” And if you’re going to put it in thrillers, it needs to look like a thriller. If comedy, it has to look funny.
So while we’re not a typical thriller, that was the closest available category. The string-tying poster didn’t really work as that, and there were other problems:
For DVDs, the title needs to be near the top. Think about seeing the box on the shelf, or flipping through them in a collection.
You want space for blurbs and pull-quotes.
You want the image to make sense at very small sizes, such as Amazon’s “you might also like” section.
You can’t have a black-and-white (or nearly b&w) photo. That was an absolute from Sony, so more color would have to be added back.
With these requirements, adaptations of the original one-sheet came back pretty unsatisfactory. In order to put the title on top, we had to go a little wider on the photo, which took a lot of the mystery out of it. The extra color softened it too much, and it certainly didn’t look like a thriller. If anything, it looked to be kin to that Hillary Swank/Gerard Butler movie about micro-managing from beyond the grave.
Punting, we looked at some of the other poster contenders. This one had been discussed and dismissed pretty early on, but the 9 background would certainly hold up to major shrinkage, and Ryan’s expression did say, “unsettling thriller.” Plus, there was plenty of room for blurbage. With considerable changes to color scheme and logotype, we ended up at the final DVD artwork.
I don’t love it, but I accept it as a reasonable alternative given the constraints. Sony was actually really good to work with throughout the process, including me in decisions beyond the contractual obligations. Other than Big Fish, I haven’t been enthralled with any of the posters or key art for my movies, but I don’t know that it’s reasonable to expect a director — who spent two-plus years of his life making a film — to be content seeing it distilled down to one vertical rectangle.
What’s inside
While there were a lot of challenges and restrictions about what could be on the box, there was a lot more latitude about what could be inside. Sony hired a company called Blue Collar to produce the DVD menus, features and bonus content. There was a fixed budget, but beyond having to include a block of Sony trailers, we were free to do pretty much anything.
I’d already been working with Blue Collar before selling the movie at Sundance — Doc Crotzer from the company had been editing our behind-the-scenes footage for months — so by the time I met with Mark Rowen, Sarah Elbert and Erin Brett, they knew the movie inside-out. They were determined to make a disc that invited re-watching.
The movie itself is 99 minutes, which left a reasonable amount of space. But there was a lot I wanted to cram in.
Ryan Reynolds and I had already recorded one commentary for the theatrical run, but I wanted a second one with Melissa McCarthy and editor Doug Crise. I wanted to include the short film God that Melissa and I made in 1998. I wanted storyboards. Script. Deleted scenes. A version of the floating words animation that was on the original Look For The Nines site.
We also had a ton of behind-the-scenes footage. We had video running throughout production, so the challenge was cutting it into a shape that actually told a story, and wasn’t a self-congratulatory wank.
Plus I wanted Easter Eggs. Including more koalas.
Surprisingly, we got it all in. One of the features I’m happiest about is the script-storyboard-screen feature, which simultaneously shows the opening sequence through every stage.
The disc is labelled “Special Edition,” but make no mistake, it’s on the only edition. Six months or six years from now, there won’t be a director’s cut, or an extended edition, or a version that’s almost exactly identical except for one maddening change. There could conceivably be a Blu-ray version, but there’s nothing planned. So don’t wait for it.
I’m including a link to Amazon, but of course it’s available in retail stores and rental shops just about everywhere in the U.S., and also on Netflix. If you have questions on the DVD (versus the movie itself), the comment section on this post is good place to ask.
- It’s tempting to mock corporate idiocy, but I strongly suspect their opinion comes from some hard data. For example: There are people who refuse to buy wide-screen editions of movies because those black bars aren’t using the full TV screen, and they want to get their money’s worth, dagnabit. ↩
- Also, one of my representatives gently reminded someone at Sony that I’d made a billion dollars for their company. That probably helped. ↩
Articles
January 29th, 2008 at 7:29 pm
Amazon is recommending the movie Slipstream starring Anthony Hopkins as a “better together” bundle. Have you seen this film? Why do they compare it to The Nines?
January 29th, 2008 at 8:36 pm
It’s been completely checked out of both the Blockbuster’s I went to. Ryan prominent on the box probably helps, but it was frustrating for a blog reader.
It looks like the lookforthenines website is still active. I assume you’d prefer we keep reactions off the blog and over there?
January 29th, 2008 at 8:47 pm
Hey John, do you have any input on the quotes or blurbs they put on the cover? Or is that all up to Sony?
January 29th, 2008 at 9:56 pm
Wow. That’s a metric absurdity of extra content. Are writers or actors paid to do commentary tracks and bonus features for DVD bonuses?
In all honesty, I didn’t care much for the movie much. But the prospect of seeing how it was made and background info on it, as well as the commentary has absolutely sold me. I’m a whore for bonus content.
January 29th, 2008 at 10:10 pm
Thanks for posting about this John. Its an interesting part of the process that absolutely NO ONE talks about. Its also frustrating that its impossible to find out who designed specific posters.
Anyhow, I remember Miranda July posted a blog on her site about the DVD for “Me and You and Everyone We Know”
She pointed out that she disliked the cover and wasn’t consulted about it at all for some reason, and it wound up with some tagline she didn’t write. She said the distributor (was it Sony?) told her that after she sold 100,000 copies she could design it however she’d like. Interesting…
January 29th, 2008 at 11:22 pm
Its here….
!!!EVER-CRAFT!!!
January 29th, 2008 at 11:31 pm
P.S.
No… Un-Boxed will not let you watch “god” or give yourself an anxiety attack with COURIE-BOARD-VISION.
You really want the DVD. Oh yes… you do.
January 29th, 2008 at 11:55 pm
Not a fan of the dvd cover… kinda really hate it. Some dude in a green t-shirt… c’mon! It may fulfill all the marketing requirements but tells diddlysquat about the movie. Three images of reynold’s three characters would’ve been much more intriguing… especially for RR fans.
January 30th, 2008 at 12:54 am
The final cover surely isn´t anywhere near the original artwork, quality-wise, but meh – it´s marketing. As long as the movie finds its audience (ideally the audience that pays for it), everything´s shiny.
Now that the dust settles, it´s interesting to look back at the 1 1/2 years since you announced “The Movie”. You´ve given insight into the pure production process (“Helicopter Day”, “Location Scouting”) as well as into the emotional approach (I know, five bucks for the buzzword piggy bank) of making a movie – like “As it turns out, I could care less”. Interesting stuff.
I really hope ´The Nines` will keep being a good experience in review. You´ve definitely proven that you can jump between being a writer and a director. Looks like a good creative future for you.
Now go for starring in that hot upcoming blockbuster!
January 30th, 2008 at 3:11 am
I´m really looking forward to finally seeing the movie, i didn´t have a chance yet and i´m a collector, so the Bittorrent version won´t work for me ;)
Since i live in Europe (Austria) the mills grind a bit slower here, do you probably know when the DVD will be available in the UK? I don´t care about a german version, but the shipping is pretty expensive from the US, so within Europe it would be a better choice…
Edit: All right, i just saw that the exchange rate $ to € is that good that it would even be cheaper to order the DVD in the US than to wait for the release in Europe. Kind of weird, but great ;)
Anyway, when do you expect the movie to hit the shelves in Europe?
January 30th, 2008 at 6:51 am
I like how the two quotes say “FUN” and “FUNHOUSE.” It’s a step of from “GOOD” and “GOOD TIMES.” Gotta love marketing departments.
January 30th, 2008 at 8:29 am
I’m just glad it didn’t get the “floating heads” treatment.
January 30th, 2008 at 9:17 am
I haven’t been able to see “The Nines” yet, but I went to circuit city and best buy yesterday to pick it up and neither place was carrying it. I was pissed. I guess I’ll have to go to ol’ wally-world.
January 30th, 2008 at 10:06 am
Hey John,
Congratulations on getting the DVD out and packing it full of features. I’ll be buying a copy up here in Canada, so start spending your, what, 25 cents?
I suppose you’ll have to wait on DVD sales to see, but do you have any indication of whether Sony (or whoever would give you a chunk of money) would be interested in your next directing project?
I guess I’m trying to ask whether you think it’ll be easier or harder to direct again in light of the response to The Nines.
Again, congratulations
January 30th, 2008 at 10:13 am
Interesting post. I’m often amazed at the apparent lack of thought that seems to go into a lot of DVD covers. I do have to say that The Nines DVD cover is pretty bad. Did the people who made the cover even see the film? The cover certainly doesn’t look like a thriller. If anything, it looks like a Drama. And the quotes don’t exactly scream thriller. Fun (??), A Metaphysical Funhouse (??). How is that supposed to be thrilling?
January 30th, 2008 at 1:00 pm
Not sure if you were hip to this, but the AV Club gave The Nines a favorable mention today.
January 30th, 2008 at 2:13 pm
“Congratulations on getting the DVD out and packing it full of features. I’ll be buying a copy up here in Canada, so start spending your, what, 25 cents?”
-Bex
errr I was thinkin’ that was a little less than 10¢… but John did direct & write so maybe you’re closer than me Bexter. Ha.
John: Will pick up a dvd tonight. I’ve been looking forward to it, esp. w/ all the added features. BTW I do happen to like the original cover art best… that visual is much more striking than the other more cliché ones.
Still think the DVD will do great. -Cheers & another congrats on directing
January 30th, 2008 at 2:50 pm
How about if you had one of those endless mirror type versions of the number 9 with ryan trapped in the middle. The bottom of the nine could be used for a blurb on each line.
Kinda like : http://wiki.uberworlds.com/images/7/7d/Nines.jpg
But try and picture it as if it was done by somebody good.
January 30th, 2008 at 3:44 pm
I concur with those who say to avoid the unbox version and go for the DVD. Not only is there much more than just the feature on the DVD, but when you buy a DVD you get “free” storage for all that data. Unbox and similar services are not forthcoming about the fact that it’s up to you to store your purchase (which, if you want to keep the files for a long time and not just watch once and delete, costs more than the roughly $1/GB a single hard disk costs). Downloadable media services are really for casual viewers (or listener) and not for collectors, or professionals who may wish to go to media in their library at a later date for reference material.
January 30th, 2008 at 5:34 pm
Thanks for that post– it was really interesting to hear what goes into making a DVD cover. I wouldn’t have thought of black-and-white photos making people not want to rent it. There’s (obviously) a lot to think about. I actually like the number 9 with the green shirt– I think it does make it look like a thriller. The other one with the bracelet reminds me of City of Angels or something. I can’t believe you made a billion dollars for Sony and they don’t want to give you 4 cents. Or, maybe the sad thing is: I can believe it! Keep warm out there with the picketing, etc.
January 30th, 2008 at 8:53 pm
Why didn’t it just go straight to DVD if stupid Sony only released it in 5 theaters… what a bunch of assholes.
January 30th, 2008 at 8:53 pm
I’ve been trying to find it, and the only two retailers near me are Best Buy and Target. Neither was carrying it today or yesterday. (29th and 30th). While their websites themselves list it as being available.
This really sucks. I’ve been wanting to see this movie since it was first put out at sundance.
January 30th, 2008 at 9:41 pm
Interesting post. The process of putting the film out on DVD would make a great bonus feature onto itself. By the way, I rented The Nines from Netflix and loved it. So much in fact, that I’m purchasing my own copy of the DVD. Wish there were more films like this coming out these days.
January 31st, 2008 at 8:51 am
I read the blog regularly, but don’t comment often, but I love that you did a blog on the actual DVD cover and features. It’s really interesting to hear what goes into that. The best gift I ever got was from a friend of mine who bough me the Lord of the Rings extended boxset- with all the backstage footage and extra info, I tend to disappear into my room with a couple of pies and some coke for a few days when I go through it. Cannot WAIT to see the movie, but of course, being in South Africa it won’t get here until the entire rest of the world has seen it.
One question: Do people still do the whole ‘flipable’ DVD covers? I remember that when I was working at a video store I was really surprised to learn that you could flip around the cover art on so many movies- wouldn’t that be a way to get the commercial AND favored cover art in there? I love the first choice (the one that was labeled too black and white) although the last one still works. Really excited about seeing it!
January 31st, 2008 at 3:34 pm
Just got the DVD from Tower.com today, and I just saw the script-storyboard-screen feature. It is absolutely one of the coolest things I’ve seen on a DVD! A question: who did the storyboard drawings? And at what stage do you do these? It’s like looking at a comic book, which always made me wonder why more comic books weren’t turned into movies (especially ones by Chris Ware or Adrian Tomine)…but I digress.
January 31st, 2008 at 5:43 pm
John, thank you for posting about the DVD release (and decisions involved). Thank you for writing the movie, and directing it, of course; it was one of the surprises of the new year (since it was never released theatrically — anywhere — in Canada). I loved i–no, I… what’s more than “love”? Congratulations for a real achievement — an obviously deeply personal work which manages to touch some deeply personal regions in its audience at the same time.
February 1st, 2008 at 10:53 am
Looking forward to getting the DVD in early February (I bought it through Amazon in conjunction with the new British Sea Power album, which releases in Canada Feb. 12 – hey, that free shipping deal saves a little bit of money). I have to say, the DVD cover does look kind of bland, but if it attracts more Ryan Reynolds fans to pick it up in Blockbuster or someplace, then at least the movie gets more awareness from the deal. Normally, I tend to only explore the special features very infrequently, but it sounds like they’ve been shaped to give a real insight into the creation, so I’ll definitely be checking them out…
February 3rd, 2008 at 2:55 pm
Hey John,
I just wanted to tell you that I’ve seen the Nines and it’s one of those movies that make the world a warmer place for 99 minutes. Thank you.
Greetings from Bulgaria
ps – I’ve also read that you’ve used your house to film it. Bald move, it goes not unseen. Thumbs + toes up.
February 3rd, 2008 at 8:49 pm
Just bought the DVD on Ebay – looking forward to it!
February 4th, 2008 at 12:37 am
John–
Just finished watching your film. Thank you for tickling my brain.
Even though it has been mere minutes since the credits rolled, I can honestly say that this will be one of my favorite films– you’ve touched upon a topic that is nearly impossible to even hint at. Kudos to you.
If there was ever a DVD that should come packaged with a few hits of acid, this would surely be it.
Again, thank you.
February 4th, 2008 at 10:21 am
Just to weigh in here– “Are writers or actors paid to do commentary tracks and bonus features for DVD bonuses?”
Bonus features are produced by companies who are contracted to do just that. I’ve done a couple dozen, for which I’ve been paid a flat rate. One of my more popular featurettes is on a half-dozen Paramount titles. I got paid once. The WGA doesn’t recognize this work towards my P & W either, as it’s promotional, but the guild doesn’t hinder me from doing it.
Sometimes the actors get a day rate for the interview, but often it’s included in the promotional or EPK packages.
February 4th, 2008 at 10:36 am
John,
What do you think about using slipcovers to have two covers?
I hope The Nines will eventually arrive to Blockbuster Mexico.
February 4th, 2008 at 4:01 pm
Hello John,
I just finished watching The Nines. I’ve been wanting to watch it ever since I saw the trailer… and incidentally, I found your site last December while looking for tips on writing and that’s when I realized you had written it. Let me just say, a big big Congratulations. That movie is honestly one of the best movies I have seen in quite a while.
I had initially expected it to be another psychological kinda thing or parallel worlds or something like that… It was really interesting and throughout the movie, there are clues both subtle and obvious that helped put the pieces together. I like that a lot… although it threw me off a couple of times and I literally had to hit pause and stop to think. Plus, I really like the twist in the story, made it different from all the other movies. Funny thing is, I was having a discussion with a friend the other day about life – the whole “is this world real” thing. Now THAT’s a coincidence!
Anyhow, I don’t know if you will ever read my comment and well, you don’t know me, but I wanted to congratulate you. Do keep up the good work. I am very much interested in film, although I never had the training or background. I like reading stories – smart ones and I may never ever write a screenplay but I do hope to write a novel soon. (I hope that doesn’t automatically kick me out of this site. Hehe)
Lastly, I just want to say that I admire your work and your site. I think it’s a great thing that you offer plenty of advice and take time to do so. I hope to one day meet you and get a chance to have a chat over coffee… who knows? It’s a small world.
Best,
j Paris, France
p.s. I love the Koala bit… that made me laugh out loud.
March 5th, 2008 at 8:00 am
I saw this film the other week and it was pretty good. I enjoyed it but it really messed with my head. I couldn’t understand the point of it and I appolgize if that might offend you. It didn’t take away of my enjoyment but I really wanted to have a clear idea of the point of everything and maybe it was there but it blew past me.
I do enjoy thinking movies though but I would love to get a letter from you if you ever read this post just giving me a hint of the purpose of the 3 overlapping stories and the point of the end story.
March 10th, 2008 at 9:35 am
Hi John, The UK edition will be out by the end of the month but I must say the artwork seems to go further down the ladder of originality: http://www.amazon.co.uk/Nines-Dahlia-Salem/dp/B000Z9ECSM/ Plus I fear there are little or no subtitles bundled. Bonuses? I’ll not take the chance and will definitely order the US package instead.
March 31st, 2008 at 9:21 am
The Nines is clever structurally, ends up delivering it’s message very effectively; Ryan Reynolds proved his versatility as an actor for sure; Melissa McCarthy did a fantastic job as well, added some vital color and life to the whole thing.