APRIL 16 | 20th Century Fox Home Entertainment has reversed its policy of separate versions of its DVD and Blu-ray Disc releases for rental and sell-through accounts as it pertains to the library channel.
Libraries, which were to receive the studio’s stripped-down rental offerings, beginning with June titles will be able to order premium sell-through versions with added-value material such as digital copy, according to a notice obtained by VB.
Library media distributor Midwest Tape has informed its accounts that because of a large number of complaints, Fox has decided to reverse course on its strategy for libraries and make available sell-through versions of its releases.
The studio’s sell-through and rental versions are generally priced the same, so there is no additional cost to libraries to receive the beefier sell-through editions.
It’s not yet clear if this decision will trickle down to other types of DVD rental outlets.
Starting with Marley & Me and Slumdog Millionaire, Fox began creating two classes of discs: premium versions with added-value material such as digital copy for the sell-through market and lean offerings for rental, sometimes featuring no bonus features at all. For example, the rental version of Slumdog Millionaire on standard-definition DVD contained just trailers and not the additional extras packed into the sell-through version.
This initiative was motivated by the desire to perk up softening DVD sales.
“Over the past week, many of our customers have advocated via e-mail and on list-serves for a reversal of Fox’s rental policy,” read the notice. “We are very pleased to announce that in response to this vocal and persuasive outcry from the library community, Fox has decided to amend their policy.”
Fox did not immediately respond to requests for comment.
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Aside from libraries, who could such a continued policy even be aimed at? Just Netflix? The whole idea is even dumber now, so they should just throw in the towel completely rather than dragging this thing out.
