In an attempt to boost sluggish DVD sales, Disney has informed theater owners that it will release its films sooner to the home market on a case-by-case basis, starting with March’s "Alice in Wonderland," the Hollywood Reporter says.
"Alice" will be made available on DVD three months after its release in early March, about four weeks sooner than industry standards. Walt Disney Co. Chief Executive Bob Iger said he doesn’t believe this move will undermine the theater industry, but rather boost the studio’s bottom line.
The Los Angeles Times points out that its in everyone’s best interest to boost DVD sales, as DVDs fund studios in producing big blockbusters, which in turn drive up box office sales for theaters.
It’s Disney’s belief that putting "Alice" out on DVD via industry standards would push the release into the summer, a time when families are vacationing and out-of-doors, and less inclined to purchase home videos. With the shortened time frame, "Alice" is set to hit store shelves in early June.