Published:
26-Jan-10
Warner Home Video is to issue all of its new release theatrical titles as Blu-ray combo packs from first quarter 2010, containing a Blu-ray Disc (BD) with BD Live interactivity and special features, a standard-def DVD version and a digital copy. The announcement follows trials by Warner and others through 2009 and the adoption of BD/DVD flipper discs by fellow US studio Universal.
In addition, Warner is to begin pairing older catalogue film titles for release on a single BD. These 'Blu-ray double features', expected to retail at $24.98, are intended to help consumers to expand their hi-def libraries quicker and more cost effectively.
Our take...
The introduction of BD/DVD bundle packs is a practical solution - albeit one with additional manufacturing and packaging costs - to studio concerns that consumers are reluctant to upgrade to, or purchase content on, BD because the discs will not play in the many legacy video playback devices already owned. Irrespective of whether this is a true barrier to entry for consumers, both solutions clearly add value to BD. The inclusion of a 'free' DVD and digital copy enables consumers to understand easily the premium pricing of the BD package. The promotion of a BD premium in this fashion is a far more sustainable concept than that of simply dropping prices whilst the BD format searches for its 'unique selling point'. The development of such a value-added proposition for the hi-def format could even eventually encourage even those consumers to upgrade who are relatively unconcerned about audiovisual quality, particularly with the prospect of 3D on the horizon.
