This morning 20th Century Fox announced their new home entertainment initiative called Digital HD. Digital HD is a digital-only purchase for about $15 that will be released three weeks earlier than the physical home entertainment option of 20th Century Fox films. It will be supported by Amazon, iTunes, PlayStation, VUDU, and Xbox.
Beginning on September 18, 20th Century Fox will release Prometheus on Digital HD, three weeks earlier than consumers will be able to purchase the movie on DVD and Blu-ray. After Prometheus, Abraham Lincoln: Vampire Hunter, Ice Age: Continental Drift, The Watch, and Diary of a Wimpy Kid: Dog Days will also be released early through Digital HD.
It’s a bold move by a major studio in attempt to meet demand on the digital platforms. While cinephiles will wait for the Blu-ray, many other consumers have adapted the digital-only purchasing method. It will be interesting to see if this new technique will be attractive to consumers and whether other studios will follow soon.