Warner Bros are set to release more than 125 DVD movies in China at prices similar to that of pirated copies in a move to stem growing losses from bootleg copies.
Warner Bros., a unit of Time Warner Inc., said it will take its battle against piracy of films and music to the front lines by selling cut-rate DVDs in China to compete on the counterfeiters' home turf.
The company will sell basic DVDs, to be available shortly after a film's theatrical release, in China for as little as 22 yuan (US$2.65), a report from The Associated Press said.
“It's pretty daunting going into that market to release a legitimate product,” said Warner Bros. chairman and chief executive Barry Meyer, as quoted by a report in Wednesday's Wall Street Journal.
“But we really think if we can get in there, we can be a part of the solution and not the problem.”
Warner bros obviously believe if you can't beat them you might as well join them.