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 Disc versions.
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.