Warner is clearly the studio most aggressively pursuing the Blu-ray/DVD combo pack method of release. In addition, they’ve announced Blu-ray Double Features which will be kicking off February 23rd.
Universal announced their Bourne franchise “flipper discs” just a few weeks back and it seems Warner’s one upped them in a big way. Instead of just a few older titles or certain new releases, Warner Home Video is releasing every single theatrical new release – not the straight to video stuff – as Blu-ray/DVD combo packs.
The packs will come with a Blu-ray version of the film, a standard definition DVD version of the film and a digital copy to boot. Unlike Universal’s method, bundling movies this way allows for owners to watch their movie on virtually any device in their home, simultaneously if they desire.
Warner also announced that they’ll be selling Blu-ray Double Features starting in late February. Each set of movies will sell for just under $25, bringing the Blu-ray price barrier down significantly for new buyers. The first wave consists of five sets: 'Dirty Harry'/'Magnum Force,' 'Analyze This'/'Analyze That,' 'Presumed Innocent'/'Frantic', 'Miss Congeniality'/'Miss Congeniality 2' and 'Grumpy Old Men'/'Grumpier Old Men.'
Ron Sanders, the president of Warner Home Video says that the Blu-ray Double Feature and combo pack campaigns are perfectly timed with increases in sales for Blu-ray players. He’s also stresses that the idea of the Blu-ray/DVD/Digital combos is not only to push the Blu-ray format, but to offer the customer the freedom to do what they like with their purchase.
“When people experience Blu-ray,” he says, ”they love it, and with Blu-ray combo packs on all of our top new releases, we are giving consumers the titles they want without having to sacrifice convenience and portability.”
Source: Video Business