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On demand and DVD at same time

Safran has been going off for years about how movie release windows should collapse to a single day to capitalize on the buzz: theatrical release, DVD release and VOD release all at once. Well, we’re getting closer. Comcast is running a trial that gives its subscribers in Philly and Denver the ability to pay $4 to watch a movie via VOD on the same day it’s released on DVD, instead of the normal 30-45 day delay. “I don’t expect it to cannibalize sales on DVD,” said Andrew Mellett, vice president for the video-on-demand division of Warner Digital Distribution. “What we are really interested in seeing is whether this increases the buy rates.” Um, yes, it will.

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