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Remember when I told you this was going to be the year that POD finally broke wide and mainstreamed? And you all laughed? Behold:

Warner Bros on Monday became the first studio to open its film vault to "made-to-order" DVDs, as it sought new revenues in a slumping DVD market by making it possible for fans to buy decades-old films.

Warner Bros, owned by Time Warner Inc, made an initial batch of 150 titles available for purchase online at , including 1943 comedy-romance "Mr. Lucky" starring Cary Grant and the 1962 release "All Fall Down" with Warren Beatty and Eva Marie Saint.

The on-demand service allows Warner Bros. to avoid the risk of manufacturing too many copies of old or obscure titles and shipping them to retailers because customers directly order only the titles they want to buy.

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  1. It took them ALL THIS TIME to recognise the dormant profit opportunity in the long tail of back-catalogue sales.

    Truly they are dinosaurs and their extinction is both inevitable and a cause for rejoicing.

  2. Mark V. Mark V.

    Somebody’s bound to mention it, so it may as well be me. As will be selling film AND television, might this mean a legal release of the GLOBAL FREQUENCY pilot is in the future?

  3. Warren Ellis Warren Ellis

    It was my understanding that WB will never release that GF pilot at any time under any circumstances.

  4. Zifnab Zifnab

    Once again we learn the value of pain (in this case, financial) in making people less stupid.

  5. Now, if they would just release the Global Frequency pilot on DVD.

  6. Accelerating at a wild pace from Brontosaurus to Triceratops speed, I see.

  7. Peter Peter

    Well, this development means that Warner may be inclined to make obscure titles or titles with cult followings (but not enough for mass production) finally available on DVD.

    In the meantime, to borrow a phrase from Carson Kressley, bowing before Warren Ellis’ prescience is always the right answer.

  8. Alan Vickers Alan Vickers

    This is a great step, I couldn’t be happier. I just returned from the site and found nothing I want, but that doesn’t mean it isn’t a great idea. I’m getting tired of always hearing about “the end of this” and “the end of that”. It’s nice to be around for the re-invention of something for a change. And I had to chuckle when I saw one of the available films was Payment On Demand.

  9. I’ve been intensively investigating POD for my website ( and believe that for printed publications we’re still approximately two years off, because that’s how long it is going to take for the printing device manufacturers to bring to market printing devices that can print color pages for roughly the same price as black & white. Color throughout a publication remains too expensive today, and this creates a major block in the market. I’m off to Philadelphia tomorrow for the OnDemand show and will have a lot more data by end of week.

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