The first studio to announce such a strategy was Time Warner, which said in August that it planned to start releasing cheap DVDs in China in an attempt to fight piracy. The movies were to be released on DVD soon after their theatrical release for about 10 yuan (approximately $1.25) apiece. 10 yuan is close to the typical price for a pirated movie in China. Time Warner hoped that the move would lure customers to buy their DVDs instead of illegal alternatives. The short amount of time between theatrical and DVD release in China was also meant to try to beat pirates in getting the DVDs out as quickly as possible.
Monday, November 13, 2006