Our take...
Disney is the latest Studio to offer a digital copy of a movie bundled with physical product. Fox, Warner, Sony, Universal and Lionsgate have all begun experimenting with this strategy over the last six months. Although the inclusion of a digital copy may help to prop up physical disc prices there is a danger that such an approach will devalue the digital version in the eyes of the consumer.

Bundles may help to familiarize viewers with digital movies but in order to encourage adoption such files must be compatible with both PC and Mac operating systems in addition to all portable devices, including both Apple's range of iPods and portable media players using Windows Media DRM. If playback is restricted to a narrow range of devices bundles may help to increase consumer confusion about digital rather than diminish it. Some Studios such as Fox offer both Windows Media and iTunes-compatible digital files bundled with selected discs. Given Disney's historically strong links with Apple it is probable that Disneyfiles will be compatible with iTunes.