Lionsgate released this press release yesterday announcing that they’re partnering with Apple, Inc. to distribute iTunes-ready media alone with their DVDs. Whether the actual iTunes media will be contained on the actual DVD is unclear, but the process is you insert the DVD into your computer, enter a code, and the media will be copied to your iTunes library. I’m guessing it will be a download rather than a file on the DVD, as the latter may lend itself to easier copy-protection cracking.

This is an interesting way to let people know that they can purchase Lionsgate movies on iTunes (which is Lionsgate’s intent). It reminds me of the EnhancedCDs that made a blip a few years back (apparently some are still being made) that contained bonus materials like music videos or fan club and concert information.

And of course, this will give Apple an extra boost in its nascent rentals business, as I’m sure anyone who happens upon the iTunes store will be told about the rental section as well.

This along with an article in this month’s Wired bring up interesting ideas about the nature of how companies will make money. Wired’s article discusses the surge in “free” products, which are subsidized by other items one might purchase (for example, if you subscribe to cable, you get a free DVR if you sign up for add-on channels). With Lionsgate throwing in a free iTunes movie (albeit for the same movie you got the DVD of), rumors of all major studios reducing the number of movies they make (this was discussed before the WGA strike) and the recent defeat of Blu-ray over HD-DVD, I think we’re in for an interesting year in movie promotions.

Posted on March 11th, 2008 by Enrique
Filed under: News, Technology, Opinion