Burbank, Calif. - Warner Bros. Home Entertainment
Group will push adoption of the Blu-ray Disc format this holiday season with a
new Web site, called DVD2Blu.com,
that allows consumers to trade in their old Warner Bros. DVD movies for new Blu-ray
Under the special online program, consumers are invited to select
from more than 50 of Warner Home Video's most popular titles, including "Body
of Lies," "A Christmas Story" and "Michael Clayton," the studio said.
"DVD2Blu is a great way for consumers to start or expand their
Blu-ray Disc collection," stated Dorinda Marticorena, WHV worldwide marketing
senior VP. "We're launching the program with a wide range of titles that will
appeal to a broad audience. In the coming months, we're looking to expand the
program and make additional titles available."
According to figures compiled by the Digital Entertainment Group
through the first three quarters of 2009, Blu-ray Disc set-top player sales
grew 112 percent over the same period last year. This holiday season, consumers
can expect to see Blu-ray player prices starting around $100.
Titles including "Training Day," "Deliverance" and "National
Lampoon's Christmas Vacation" can be upgraded for as little as $7.95 plus
shipping through the offer. Consumers who place orders for more than $25 will
receive free shipping.
To participate, consumers select the titles they want to upgrade
on DVD2Blu.com, and mail in their standard DVDs with prepaid postage. The same
film will be mailed back on Blu-ray Disc a few days later.