Harry Marks, the new creative director at the American Film Institute-Apple Computer Center for Film and Videomakers, envisions the release of the video of The Mavericks of Film accompanied by an interactive CD-ROM containing interview footage that didn’t make it into the 90-minute video.

Undoubtedly, much of that footage is valuable and unique information, yet the 20 hours’ worth of “leftover” footage would be completely unwatchable in linear form. But what if the interactive disc were packaged with the movie? It certainly wouldn’t cost that much to produce, and it would add significantly to the value of the film. With the proper interface and search and retrieval capabilities, it would allow anyone who watched the movie to explore in much greater depth the directors and the films profiled.

Rick Smolan, the photographer known for the series of coffee-table books, A Day in the Life, is preparing his latest book, From Alice to the Ocean: Alone Across the Outback, which will include a Photo CD disc containing vocal narration, music and hundreds of additional photographs (see Vol. 2, No. 3, p. 28, for coverage of his Digital World presentation).

Packaging CDs with other media is not necessarily a new idea, but it is one that has had trouble finding its place in the retail and distribution channels. What is it — a book or software? Who should sell it — Egghead, Tower Records or B. Dalton?

The fine-art book publisher Callaway Editions has created a new division, BoundSound, which includes audio CDs with its books. Its newest title is by Madonna, a collection of photographs and writings titled, simply, Sex, which will have an audio CD of Madonna’s music bound in. Callaway is also working on other projects, including a profile of guitar maker Danny Ferrington, accompanied by the music of people who play his guitars; and a book about Malcolm X, which will include a disc of his speeches. The release of the latter will be timed to the opening of Spike Lee’s forthcoming movie later this fall.

While the BoundSound products contain audio CDs only, it’s not a stretch to imagine interactive discs bound in with other media. Nicholas Callaway, president of Callaway Editions, sees tremendous potential for packaging traditional print books with CD disc formats varying from CD audio to CD-ROM, depending on book content. “We are starting with [CD] audio because it has the largest installed user base, but we see this as one form of multimedia. Interactivity will be available for the appropriate publication.” Callaway said that several of the company’s titles may soon have interactive discs bound with the books, including the Malcolm X book.

Distribution channels are an often ignored piece of the digital media pie, but it remains a critical issue to resolve as computer and mass media merge. Titles like these are further eroding, or at least confusing, the traditional distribution channels for all forms of media. Record stores are selling and renting videos as well as books on tape; book stores are selling computer software; and no one knows who will sell interactive products. Blockbuster Video began renting CD-I players and titles to its video customers earlier this year and is the first dedicated rental channel for both the Philips hardware and software. (Philips purchased approximately 10 percent of Blockbuster earlier this year, with this distribution idea in mind. See Vol. 1, No. 7, p. 17.) “Retailers are falling behind the convergence [of different media types], and they will have to keep up with the consumer,” says Callaway. “People won’t go to separate stores for their media. They want to go to one place for all their software.”

Tandy has responded by opening up its own brand of superstore, The Incredible Universe, which will include consumer electronics devices, home/office computer equipment, an entire new section for multimedia devices and “the equivalent of the largest Tower Records in the world,” according to Mike Grubbs, senior director of marketing for Tandy Corp. Here, under one roof, a shopper could find any desired mix of hardware and software. Of course, The Incredible Universe will carry the new Tandy Video Information System and all of its software as well (see story, p. 14).

While many people are worried about the copyright and business issues surrounding such packages (record, book and movie companies all operate under different legal and business structures), Marks believes that there is plenty of material sitting on shelves waiting for such an opportunity. “I am amazed that people in that kind of position [like Madonna] do not know what is available. Madonna owns her music and videos and herself. One could take her archives and make incredible interactive products. Maybe she is doing that, she’s smart enough.” By then, in addition to her own multimedia production company, she’ll probably have her own distribution channel as well!

David Baron