A trend that comes and goes with the theatrical release of hit films (and sometimes not so “hit” films) and “hot” films (i.e. a small but enthused following) is that of “Hype Premium”. This trend manifests itself in conjunction with the theatrical release of films that include complimentary promotion in the form of prop offerings by the studio or studio affiliate. Well, I just now made up the terminology – “Hype Premium” – but it’s descriptive enough…
This is an oft discussed trend – even in the midst of it actually occurring – but it rarely fails to deliver.
Companies like Hollywood Vault and Premiere Props often schedule auctions by 1) offering props from films at the time of the theatrical release and then, 2) offering additional props later, at the time of the DVD release.
This is done to maximize promotion of the film (in theaters and for home video release) via the sale of props and wardrobe pieces.
So what does this have to do with the “Hype Premium”?
The “Hype Premium” is the difference in price realized for the same or similar items offered at the theatrical release compared with the home video release. [Read more…]