Some studios have been reluctant to make their 3D BD titles available at retail so far as they have been holding out for lucrative exclusive bundling deals with hardware manufacturers. Currently, this is the only way to make money out of 3D BD due to the low installed base of 3D hardware. However, Warner's move marks a new strategy: although the three Imax titles have been available as part of 3D bundling deals since July 2010, Cats and Dogs 2 is the first 3D BD planned for release day-and-date with its DVD and 2D BD counterparts. With Universal's Despicable Me already scheduled to be the second (in December 2010) it appears that such bundling deals are drying up. This is a positive step for home 3D since the availability of studio feature films on 3D BD on retail shelves is critical if interested 3D consumers are to be persuaded that now is the right time to upgrade to 3D hardware and invest in the necessary glasses. Meanwhile, if the $44.95 price quoted by Warner applies to the Imax titles as well as the movies, it will be significantly higher than the $25 list price previously confirmed for other Imax content on 3D BD.