If you cant beat them, under price them is the approach Warner Home Ent. will take to combat piracy in China. CAV Warner Home Ent. announced it would release SUPERMAN RETURNS on DVD two months prior to its U.S. release on Nov. 28, 2006, reports VARIETY.
The price range will be $1.80 to $2.80, which is comparable to pirated prices that can be as low as $1.25. The discs will have encryption technology that will make it tough to create DVD-quality copies. The release will be made available in more than 8,000 outlets, including venues that previously sold only illegally copied Hollywood films.
CAV Warner Home Ent. said the release will be Mandarin language-only.
In June, China launched a 100-day piracy campaign that has closed many stores that openly sold illegal DVDs and CDs. Hundreds of raids on retail and production outlets have been conducted. The move is part of Chinas attempts to comply with World Trade Organization deals and encourage foreign investment.
CAV Warner Home Ent. is a joint home entertainment distribution venture between Warner Home Video and China Audio Video.
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