Blu-Ray may get a little more momentum this holiday season,
thanks to a new program from Warner Bros. The studio, which earlier this year
ran a trial program allowing customers to exchange their HD-DVDs for Blu-Ray
copies of the same film, is now letting traditional DVD owners make the swap.
Consumers who visit the studio’s DVD2BLU website select the
movies they want to exchange (assuming they’re one of the 55 listed), send the
DVD in to the studio and can get the Blu-Ray version of the same film for a
deeply discounted price (as low as $7.95). They’ll receive the BD versions
within 4-5 weeks.
One important note: The film selection on the site is
generally limited to older films, so if you’ve bought a DVD of a recent release
and want to upgrade, you’ll have to make a second trip to Wal-Mart or Best Buy.
And many of the films may be on sale during the holidays at prices rivaling the
trade-in price. If the promotion gets good traffic, though, expect Warner to
expand the number of films available for trade.