Responding to the extraordinary growth of Blu-ray set-top hardware, Warner Bros. Home Entertainment Group has expanded its DVD2Blu upgrade program. 90 of WHV's titles are now available to upgrade starting at $4.95. When this program launched last year (see blu-ray.com,
November 17, 2009), upgrade prices started at $7.95.
To upgrade, consumers must go to the
DVD2Blu.com site, select the titles they want to upgrade, and mail in their standard DVDs with pre-paid postage. A short time later receive copies of the same film on Blu-ray Disc.
According to recently published figures by the Digital Entertainment Group, sales of Blu-ray hardware for the first quarter of 2010 increased by 125 percent over the same period in 2009 (see blu-ray.com,
April 15, 2010). WHV expects the DVD2Blu program to serve as "a great way for new Blu-ray owners to jump start their Blu-ray Disc collections."
As an environmentally friendly company, Warner Bros. Home Entertainment Group will recycle all DVDs mailed for upgrade. The discs will be processed and used for future plastic packaging.