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To combat the local movie bootleg market (which continues to improve in quality and sophistication), films in China and Hong Kong are being released in legal DVD formats simultaneously with...

Jason Tan
  • 31 october 2006

To combat the local movie bootleg market (which continues to improve in
quality and sophistication), films in China and Hong Kong are being
released in legal DVD formats simultaneously with theatrical
screenings. The price premium of an authorized DVD has been reduced as
well in an attempt to lure buyers into "trading up."

An original copy
now costs around RMB 13 compared to a RMB 9 counterfeit. To offset the
reduction in premium, the new DVDs are front-loaded with advertising.
For instance, Motorola put an ad for their new Moto Krzr phone in The Banquet DVD.

Perhaps a modified product placement rate structure for DVDs/online video will also
be considered in the future?

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