Warner fights pirates by slashing prices

MOVIE STUDIO Warner has decided that the only way to kill off DVD pirates is to undercut them.

Warner Home Video has begun trial sales in China of a movie DVD priced at US $1.50. This is the same price as a pirate copy, but it is legal.

To get its product down to that price level, Warner has had to skimp a bit on the packaging. It is shoving the cheaper DVD into a cardboard envelope.

The downside of this is that the DVD release is only happening in China and at the moment only applies to the movie the Aviator.

It does beg the question, if Warner can get the price of its DVDs down much lower by cutting down on the packaging, why hasn't it done this in the West before?

Answers on a postcard to me. More here. µ