Hollywood studio Warner Bros. is taking on the pirates in China’s film market, using lightning-fast home video release and low prices to beat DVD counterfeiters at their own game.
Warner’s China film-making joint venture released its first picture, a low-budget film called “Crazy Stone,” in cinemas on June 30, then followed with a DVD version selling for as little as 10 yuan ($1.25) just 12 days later.
The turnaround was the shortest ever for a Warner film, in an industry where three months is more typical, said Tony Vaughan, managing director for CAV Warner Home Entertainment Co., another Warner joint venture that handled the film’s home video release.
“We came out here with the aim of competing with the pirates on pricing and timing,” said Vaughan. “The fact that we’ve been able to go this early means we’ve been able to beat the pirates.”
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