Suzanne Ault at Video Business reports that Warner Home Video is planning some aggressive price cutting on Blu-ray Discs during the fourth quarter:
Starting early September and rolling through first-quarter 2009, Warner will offer a Blu-ray point-of-sale rebate program with which retailers will essentially be able to order participating catalog titles for around $11.
Even with a retail mark-up on the featured titles—including The Fugitive, Enter the Dragon, Clockwork Orange, The Shining, The Aviator, Road Warrior and Swordfish—the price tag to consumers should be significantly less than the titles’ current average of $20 to $25 retail price at outlets such as Amazon.com and Best Buy.
Additionally, Warner will offer rebates, although less extensive, for newer Blu-ray releases, including 300, The Departed, I Am Legend, Ocean’s 13 and We Are Marshall. This layer of the Blu-ray program also will run from early September to the first quarter, according to store sources.
The consumer price for these titles is likely to fall somewhere between $17 and $20. That would still represent a deal for shoppers, as titles such as 300 are now falling between $24 and $30 at outlets such as Amazon and Best Buy.
After Blu-ray won the high def DVD war, it has been plagued by the perception that both the players and the titles are priced exorbitantly. This ought to help a little although click through to see the complaints from retailers who think it might be a bad idea because "format is becoming devalued too quickly."