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Digital Copy: A Function not a Feature

Summary.... Studio movie releases on DVD and Blu-ray Disc are increasingly being bundled with digital files as a way to both bolster the value of the existing physical disc business and convince consumers of the merits of digital ownership. However, there are some serious question marks around the implementation of the Digital Copy strategy, notably attempts to associate the proposition with a premium and inconsistencies in approach which threaten to increase consumer confusion about digital, rather than diminish it. We expect Digital Copy will become a standard 'function' of physical discs and therefore will not remain a monetizable 'feature'.
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