DVD producers: the 'hottest job in Hollywood'. (Media & Technology).

David Prior didn't set out to be a producer of DVDs.

Before cajoling his way into a job designing and putting together elements for the DVD version of 1999's cannibalistic cult favorite "Ravenous," the 33-year-old film buff had done a little bit of everything to keep his Hollywood dream alive.

But word travels fast in the film business, and when the "Ravenous" DVD proved to be a hit, 20th Century Fox tabbed Prior to oversee its "Fight Club" DVD. Since then, he has worked on about a dozen more DVD packages for "Planet of the Apes," "Pearl Harbor," "Blade II" and "Panic Room."

"I haven't had a vacation in four years," said Prior, who is among a group of perhaps two dozen independent producers who are carving out a niche solely in DVDs. "(DVDs) are quickly becoming the highest grossing segment of a studio's business, so there's a recognition that a really good DVD is very important."

In a nod to the growing clout of producers like Prior, International Creative Management earlier this month became the first major talent agency to sign independent DVD producers for representation.

"It speaks to how DVD has exploded like no medium we've seen," said Paul Hook, executive vice president and head of the motion picture production department at ICM. "The reason ICM wanted to get into this business is because filmmakers and studios have taken more of an interest in DVD because of their vested financial interest."

ICM's interest parallels a trend toward larger budgets for DVD packages and augers an upward shift in the compensation to those with proven track records.

By giving up 10 percent of the value of their contracts to the agency, producers are betting that their association with Beverly Hills-based ICM will lead to more lucrative paydays.

But Prior, who does not have agency representation, said he has doubts that the DVD industry has matured enough to necessitate representation for independent producers.

A producer can earn $10,000 or more for overseeing a DVD production, which can take four months. Studios allot anywhere from $15,000 to more than $500,000 for DVD production, depending on the film and its success in theatrical release.

Studios have been moving away from a practice of awarding DVD work to the lowest bidding producer. "It's a sign that the crossroads is coming, but I'm not sure we are there yet," Prior said of the ICM signings. "I do think there is a level of inequity (in compensation) that needs to be addressed."

Thomas Arnold, editor-at-large of Video Store Magazine, said that because DVD sales and rentals are becoming so important to a film's bottom line, more producers will be angling to get into the field. He expects salaries for the top names to increase.

"DVD producer is the hottest job in Hollywood, without a doubt," said Arnold. "The studios are creating a whole new package of content around their films."

The two-disk set Prior produced for "Pearl Harbor" includes a History Channel documentary, a Faith Hill music video, a feature on the making of the movie and a special soundtrack. Those types of offerings, along with cast and crew interviews, outtakes, extra film footage, games and other features have become the norm, even as studios lower DVD prices and make a push to sell -- as opposed to rent -- more disks.

"My approach is not product oriented. I try to think about what is going to be important to the film," Prior said. "The objective is to do the best, most entertaining product, but one hat also is informational."

The most important factor in DVD sales remains the film's popularity in movie theaters, but even a moderately successful feature can become a hit on DVD.

"'Moulin Rouge' is a great example," Arnold said. "They couldn't keep the DVD in stock. It far eclipsed what someone would expect from a $65 million film."