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Wal-Mart Offers Digital 'Superman' Download With DVD Purchase

28 Nov, 2006 By: Jessica Wolf

Hollywood's biggest DVD customer, Wal-Mart, is grabbing a place in the digital market, starting with one of the biggest movies of the year, Superman Returns.

Starting Nov. 28 the nation's largest retailer will offer an exclusive Superman Returns DVD bundle that contains a download option with the purchase of the physical DVD.

With the purchase of the Superman Returns physical DVD, customers can choose from three video download format options: $1.97 for portable devices, $2.97 for PCs/laptops, and $3.97 for both portable players and PC/laptops.

“This unique Superman Returns physical/digital DVD combination not only marks our first step into the video downloads market, but gives our customers the best of both worlds in movie entertainment,” said Kevin Swint, Wal-Mart's divisional merchandise manager for digital media. “They have the DVD as a collectible and for viewing on their home theaters, plus the freedom to download and watch the movie on multiple devices, including portable media players, PCs and laptops. We believe that as we expand this offering to other movie titles, our customers will come to value this extra option as one of the benefits of buying a DVD at Wal-Mart.”

A sticker on the front of the disc packaging leads Superman Returns buyers to http://www.walmart.com/superman, where they will enter the specific promotional code from the DVD, and select their desired download format. Downloaders must also create an account and install the Wal-Mart Video Download Manager. Viewers can start to watch the movie as it downloads.“This is an unprecedented offering that plays to the strengths of Wal-Mart's successful DVD business while breaking new ground in the nascent digital video download market,” said Kevin Tsujihara, President, Warner Bros. Home Entertainment Group. “We're extremely pleased that we were able to help put this package together, and work with them on this exciting new venture that presents new choices for their customers.”

Wal-Mart, along with fellow mass merchant Target recently both voiced concerns to the major studios as movie downloading services such as iTunes and Amazon's Unbox began racking up content at lower prices than DVD over the last few months.

Wal-Mart plans to launch more DVD/digital bundles in the months to come featuring “both movie and television content from a number of top studios and TV networks,” according to the company.

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