Wednesday, June 23, 2010

Warner Bros. Takes A Great Idea And Runs With It

What makes it a great idea? For starters, it was mine. Okay, so I obviously wasn't the only person who had the idea, but it's something I've been advocating for some time now. Here's the text from a marketing e-mail I received today.

From Warner Bros.:
Upgrade your Warner Bros. DVD library to Blu-ray™ with the DVD2Blu program presented by WBShop.com. Upgrade your DVDs for as little as $4.95 per exchange with free shipping* for orders of more than $35.00. Over 90 titles are available now!

In just three easy steps you can enjoy your favorite Warner Bros. films in the full glory of High Definition.

The Blu-ray upgrade is sent back to you complete with case, cover art, bonus material, etc. Jumpstart your Blu-ray library today!

UPGRADE TODAY

* For orders over $35.00 shipping & handling per order is $4.95 for the contiguous United States and District of Columbia and $6.95 to Hawaii, Alaska and Puerto Rico (plus applicable taxes). Certain restrictions apply.

The reason I've been saying studios should do this for the last couple of years is that consumers bought a license for the movie when they purchased the DVD. The right to own a copy of the movie costs a lot more than the physical product, and upgrading means paying for that twice. If content producers want to encourage their customers to embrace the Blu-ray format, then an exchange program makes perfect sense. This way, you don't force them to pay for the license again, but only the cost of the physical media. I see three or four titles in the initial offering that I would definitely like to upgrade, so I'll be taking advantage of this opportunity shortly. You don't even have to mail in the cases of your original DVDs, so if there are inserts with artwork you want to keep (I'm thinking of the Batman Begins DVD as an example), that won't be a problem. My only complaint is that each household is limited to twenty-five exchanges total, but that won't be an issue for me. If you want to check it out for yourself, get the details here.

So for all the other studios in Hollywood, why aren't you doing this, too? Get on it!