Warner Bros in the U.K. has shifted the window between DVD and video on demand. Last Thursday the company announced that several of its movies will be released more or less the same time as on DVD. A few movies, like 'The Assassination of Jesse James' became available on Xbox Live, BT, Virgin and Sky after it was already available on DVD for 15 days.
Those days are basically over in the United Kingdom. Warner shrinks the time difference and therefore makes it possible to decide on your own. If you wanted to see a movie before this, you had the choice to wait a while, or watch it on DVD. Now that the time difference is smaller, you are back in control. Warner Bros' U.K. president Josh Berger said that the initiative is an attempt to satisfy growing consumer desire. 'To see what they want, how, where and when they want it,' Berger said.
Some retailers were shocked and not happy with the assault on their DVD window, but others agreed with Berger.
