At the same time, the studio unveiled what many observers believe will be a key component of the next-generation, high-definition optical disc’s marketing strategy: bundling various formats together to give consumers more flexibility and mobility.
Catalog Blu-ray Disc titles will sell at wholesale for $17.95, about the same as DVDs when that format hit the market in 1997. New-release Blu-ray Discs will wholesale for $23.45, a premium of 15 percent to 20 percent over what suppliers were charging for new theatrical DVDs.
The higher pricing structure for new releases is meant to accommodate the sell-through and rental markets, said Benjamin Feingold, president of Sony Pictures Home Entertainment. He noted that in at the dawn of DVD in 1997, most movies initially were released on rental-price videocassettes.
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