I thought the idea of double dipping was outrageous when a studio revisited the DVD release of one of their films I had already purchased, and re-released it in an “Ultimate Edition” DVD package, jammed with new extra features, commentaries and bonus materials. And then Blu-Rays came along and then I had to buy them all a third time. I guess that’s a triple dip, technically. Regardless, this sort of double dipping is now a trend in pinball. That five grand pinball machine you bought two years ago? Yeah, if you are any sort of fan you are going to have to buy this spruced up edition with new art or different coloured trim. Or in the case of Stern’s Metallica, a set of custom painted plastic playfield toys…and not much else.
The announcement rolled out today on Stern’s Facebook page that there would be a “limited number” of what Stern calls a “Custom Dirty Donny Premium Edition”. From the mock-up, it looks like the buyer will get a signed Donny Premium translite, along with a series of hand-painted, hand-signed playfield plastic toys: the snake, the crosses, the hammer, and, of course, the Sparky bobblehead. I suppose this was a logical move–folks have been custom paining their Sparky toys since the release of the game and some even “contracted” Donny to do the painting. This follows a much larger trend started by Jersey Jack Pinball who announced the release of a Ruby Red Wizard of Oz machine, a year or so after the initial release of the game but not before all of the original orders for the game were fulfilled. Stern followed this trend with the “success” of the Luci edition of AC/DC, which reignited interest in the game by removing photos of old dudes and adding a drawing of devil woman with big “horns”. If there is any surprise here, it is that the Metallica translite and side art remains unchanged from the regular run of premium editions. You’d think Stern/Donny would go the extra mile to make this game stand apart from all the rest by changing up the art package a bit (I think a reason does exist for not changing the art, and I’ll discuss it below). I’ll admit, when I first got wind of the announcement, my focus was immediately on the backglass and cabinet art…to see if a cartoon woman with enormous breasts was added.
Early reports of price have the MSRP north of $8000USD. Yikes. Seeing as you could potentially sniff out a new in box Premium for around $6500USD, and probably a bit less on the HUO secondary market, I’m not seeing $1500+ of value added material in this special edition machine. Sure it’s cool and one-of-a-kind, but $8000+ is a bit rich for some painted toys.
Stern is inheriting virtually no extra cost or licencing anxiety here: as stated above there is no commitment or cost to producing/printing a new cabinet art package, and their relationship with Donny is on very good terms (the Facebook page showed Donny and Uncle Gary out for a power lunch or something a few months back, and Donny has also designed Stern swag that they sell in their online store). Even if they only sell twenty of these editions, its not like they have sunk any money into it. Worst case scenario: they ship twenty sets of toys to Donny, he paints them and signs them, ships them back and they slap them onto a Premium sitting in their warehouse and write “Custom Dirty Donny” on the outside of the box and ship it to the poor sap who just had to have the deluxe version.
I’m no business dude, but in my humble opinion, it would have been in Stern’s best financial interest to individually sell custom painted Donny figures and market them as the “ultimate customization mods”…instead of selling them as a part of an entire machine. Metallica owners would eat them up by the spoonful and demand more. Especially if you were shipped a random Donny customization–each piece with its own unique colour and detail–it would drive collectors nutty and I guarantee they would buy not only one of each custom painted toy but MULTIPLES of the SAME toy. Further, it would also inspire trading of these pieces within the community. Sort of like Dunny Bunnies or Simpsons Lego for pinball machines. You could have ultra-rare “chase” paintjobs, or hell, don’t make it random at all and just charge more money for the most popular or rarest designs. And owners of ALL Metallica machines, Pros, Premiums and Limited Editions, could participate and mod out their machine with a unique piece of Donny designed memorabilia. I’m not sure how busy of a guy Donny is, but it seems like this idea is right up his alley. Think of how much money they could charge for each piece of custom painted plastic. Compare that to the limited number of Custom Donny machines Stern thinks they are going to sell. It may be an idea that opens up a disastrous financial wormhole for the future of pinball, but its yours for free Stern. Use it wisely.
Will there be buyers for this Custom Donny edition? Sure. There are always people that absolutely must have the scarce, limited or hard to come by. Will there be a mass dumping of regular edition Pros and Premiums by collectors in order to upgrade to this custom edition? Probably not. But be on the lookout for more of this Jersey Jack model of “revisiting games” late into production in the near future…I wonder what the Special Edition Premium version of Star Trek is going to look like…?