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The above raises as many questions as were answered by Warner Bros.' switch to Blu Ray. Why wasn't a monopolistic format doing any better over the course of the year? Are the spectacular successes of Iron Man and The Dark Knight an indication that consumers are ready to flock to the new technology in 2009? Alternately, does this prove that only certain rare titles, in this case the two biggest releases of the year, justify the price mark-up that exists for Blu Ray as opposed to DVD? When DVD first arrived, one of its primary advantages over videocassettes was that it was cheaper to manufacture, which is why the format exploded. Previously, there had been a waiting period for new movie releases on home video. First, there was a "priced to rent" phase and then there was a "priced to own" phase. The time frame in which DVD cost more due to the novelty of its technology was short lived. Discs wound up in the under-$20 range in a very short period of time. Blu Ray, on the other hand, is designed with an explicit understanding from the movie studios that there will be a steeper cost for the "luxury version" of a disc. Consumers are expected to swallow the expense of the creation of the research and development of this hardware through that luxury tax on manufacturer suggested retail price. Given the current economic climate, there is cause for concern about how willing people are to do so. Will they pay $10 more for the same product simply because there is a perception that Blu Ray is better than DVD?
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