Adopting Fox's idea of a two-tiered DVD release system, Disney will begin offering "rental ready" versions of its films, without the extra features that come with the retail DVD.
Morning Light, Confessions of a Shopaholic and Jonas Brothers: The Concert Experience -- all due in June -- will be the first three DVDs released under the new system, with both premium and bare-bones versions hitting the market, Video Business reports. The "rental ready" copies will also come without shrink wrap or promotional material.
20th Century Fox Home Entertainment was the first to try this business model in March, though it didn't launch smoothly. A shipping error resulted in some retailers getting featureless rental DVDs and rental outlets getting the premium discs. This problem occured twice in one month. Following an outcry over the new sytem, Fox is reportedly reviewing its policy, particularly for library accounts.
While Fox dictates which outlets get the basic or premium DVDs, Disney will allow retailers and rental stores to choose which version they get. Premium DVDs will obviously cost more. For example, the Jonas Brothers premium DVD is a two-disc set that costs $39.99, while the one-disc rental ready version will cost $29.99.
Fox's program was meant to encourage more DVD sales (a measure that I doubt will be effective), but I don't see how Disney's initiative would accomplish that goal. It seems like just another opportunity for consumers to spend less money, which isn't necessarily a bad thing.
