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Monday, April 24 2006

In its latest strategy to combat piracy in China, Warner Home Video has
released the DVD version of The Aviator priced at the equivalent of $1.50,
the London Financial Times reported today (Monday). “This is a first step to
see if the consumer can accept this product at this price,” a company
spokeswoman told the publication. It noted that some pirate DVDs sell for
half the $1.50 figure. It also observed that the tactic could backfire and
could “anger consumers in developed markets such as Europe and the U.S., who
typically pay $20-$30 for a recently released film on DVD.”

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