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Nielsen VideoScan High-Def market share for week ending July 20th, 2008

Ben Drawbaugh

Not a big surprise that overall sales are down this week, on the Nielsen VideoScan charts courtesy of Home Media Magazine, as only one new release made the Blu-ray top ten. If we've learned anything from covering this each week, it is that a hot title makes all the difference in the world. So when Step Up 2: The Streets is the highest ranked new release, it isn't going to be a good week. This is especially true with a title like this, which doesn't really fit what we'd call the typical Blu-ray demographic -- in fact, while most Blu-ray new releases get about 10 percent of the total title share, Step Up only got 2.7 percent. Next week is sure to be better though, as the Mummy franchise should help move the needle, but even if it doesn't, 21 should be able to pick up where it left off. Interestingly, only 4 of the top 20 DVDs were not also available on Blu-ray this week, which is an all time low, while at the same week the overall Blu-ray share is down to 8 percent from 12. So we'll be keeping an eye on this in the coming weeks, and see if it can help Blu break off a 15 percent share.

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