Warner Offers Cheap DVDs In China To Combat Counterfeits

Surprises

from the didn't-expect-that dept

Considering the entertainment industry’s standard response to unauthorized copying of content and counterfeit products, it’s quite surprising to see them actually respond to the issue via pricing, rather than legal means. Usually, the industry uses its lobbying efforts or lawyers to exert pressure on those involved or (in foreign countries) to put pressure on local governments to “crack down” on the counterfeiters. However, Warner Home Video is apparently recognizing that the issue can’t just be solved this way, and has realized that it’s a market perception problem. Their products are simply too expensive. With that in mind, they’ll be offering super cheap DVDs in China soon after the theatrical release. The movies will be priced around $2.65, which is more than the standard $1 the counterfeiters charge, but still much lower than the standard price. They’re hoping that the better quality and the legitimacy will make it worthwhile. Who knows if it will work, but it’s nice to see them at least recognize that price is an issue in all of this.