""This is an idea that has been kicked around for a while," John Barrett, director of research with Parks Associates , told MacNewsWorld.
In general, many more people have the ability to watch video on mobile devices than actually use it, Barrett noted, and "part of reason is the content that's available." It's a "tough sell" convincing people to buy an iTunes version of a movie rather than get the DVD and be able to watch it on their TV at home. "People are afraid of being tied to the platform," he said. In that sense, "it's a good idea to try things like this, because consumers kind of get best of both worlds, and don't feel like they're losing out if they buy a movie for their iPod."
There are still some other challenges facing mobile video, Barrett added. For instance: "You've got to have a lot of patience to watch a 2-hour movie on a 2-inch screen." Nevertheless, there are situations where consumers will find the ability useful, such as while traveling, he noted.
"I think what you'll find is that this won't push many people over the top in deciding whether to buy a particular DVD or not, but it will certainly be an appealing option for someone who likes the movie anyway and has an iPod," Barrett concluded. "People may be hesitant to pay money for content given that small screen, but if they're getting it bundled with something else, they might give it a try and decide they like it."
From the article, "Lionsgate Bundles iTunes Versions With DVDs" by Katherine Noyes
