Lionsgate Targets ‘Rambo’ Blu-ray to Introduce iTunes Digital Copies

Standard definition digital copies of films on Blu-ray Disc releases are all the rage these days. One by one studios are including this value-added feature whether the majority of consumers want it or not.

The latest studio to succumb to the trend, Lionsgate, has announced their entry a day before Fox’s first title to include a digital copy, Hitman, will arrive on store shelves. That title will be Rambo on May 27, followed by The Eyes starring Jessica Alba sometime this summer.

Whereas Fox allows the digital copy to be downloaded into multiple playback softwares, Lionsgate has teamed exclusively with iTunes requiring consumers to own an iTunes account in order to download their digital copy directly into their iTunes library. Once downloaded and unlocked with a packed-in unique code, it cannot be downloaded into an additional library.

“We’re excited that Lionsgate is delivering so many of their great films on DVD and Blu-ray with an iTunes Digital Copy,” said Eddy Cue, Apple’s vice president of iTunes. “Now movie fans can easily transfer a copy of many Lionsgate films onto iTunes and bring it with them on their iPod or iPhone.”

“Digital Copy for iTunes is a perfect example of how packaged media and new digital technology can work hand in hand for the benefit of our consumers,” said Steve Beeks, President and co-Chief Operating Officer of Lionsgate. “Lionsgate is constantly identifying fresh opportunities to monetize its 12,000-title filmed entertainment library in an increasingly digital world and provide product that is at the very cutting edge of consumer taste. Our consumers are always looking for new viewing options in terms of the motion pictures they buy, and we are always searching for new ways to deliver content in formats that reflect consumer preference across the entire home entertainment spectrum, from packaged media to digital storage to VOD. Building on our longstanding partnership with Apple, Digital Copy for iTunes is yet another innovation designed to provide the consumer with added value while continuing to expand our range of home entertainment choices.”

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