From worstpreviews, 20th Century Fox Home Entertainment, is hoping to increase DVD sales by launching a DVD program that creates two classes of discs. One is a premium retail version that contains added-values such as digital copy; the second is a stripped-down version for rentals.
According to a letter sent by Fox senior VP of sales Don Jeffries, the strategy starts with March 31st releases of "Marley and Me" and Best Picture Oscar winner "Slumdog Millionaire."
"Slumdog's" rental DVD, for instance, carries only the movie and trailers. The retail version also has special features including deleted scenes and commentaries. And while the rental Blu-ray does have the bonus features, only the retail Blu-ray adds digital copy.
Other titles initially covered by the new strategy are "Day the Earth Stood Still," due in stores April 7; "The Wrestler" and "Notorious" on April 21; and "Bride Wars" on April 28.
"We have developed product variations to feed different consumer consumption models and behaviors," the statement said. "For rental customers, we're delivering a theatrical experience in the home while promoting upcoming releases; for retail [or sell-through] customers, we're offering a premium product that expands the entertainment experience of that particular property to further enhance ownership."
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