Aud demand drives 'Senna' Blu-ray bow

In the latest sign that distributors are paying attention to what audiences are saying on social media platforms, ARC Entertainment has agreed to release racing documentary "Senna" on Blu-ray, after initially only planning a DVD version of the film, due to production costs. ARC, behind Martin Sheen starrer "The Way," credited "overwhelming demand from fans" for the Blu-ray after the company announced the DVD's March 6 release on Facebook earlier this month. Company said it was "bombarded" with phone calls, emails, Facebook and Twitter messages. As a result, the Blu-ray will now bow July 10, with a suggested retail price of $27. DVD's pricetag is $23. It typically costs 35% more to produce the master for a Blu-ray that discs are pressed from than a DVD. "Senna," helmed by Asif Kapadia and written by Manish Pandey, revolves around Brazilian Formula One driver and three-time world champion Ayrton Senna before his tragic death at 34. "We are ecstatic to hear the excitement and anticipation for the film's homevideo release," said ARC Entertainment's CEO Trevor Drinkwater. "We pride ourselves in listening to our customers. They want it on Blu-Ray. They got it!" "Senna," released in the U.S. last August by Producers Distribution Agency, grossed more than $8 million worldwide. Contact Marc Graser at marc.graser@variety.com