Warner Brothers is to reduce cost of Blu-ray movies in a development that could see discs being sold for the same price as DVDs

Warner Home Video is to launch aggressive pricing initiatives for the fourth quarter of 2008, including its most comprehensive Blu-ray Disc promotion yet.

From September and continuing into the first-quarter of 2009, Warner will offer a Blu-ray point-of-sale rebate programme in which retailers will be able to order participating catalogue titles for around US$11.

Among the featured titles are The Fugitive, Enter the Dragon, Clockwork Orange, The Shining, The Aviator, Road Warrior and Swordfish.

The strategy could result in Blu-ray discs at retail being on a par with current DVD prices.

Even including a retail mark-up, the price paid by consumers should be significantly less than the titles’ current average of US$20 to US$25 retail price at outlets such as Amazon.com and Best Buy.

The scheme will work by allowing retailers to buy the titles at their present pricing but obtain rebate money back upon the sale of each unit, reducing the cost to around US$11 for retailers.

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