Warner Home Video said Wednesday it will begin selling low-priced DVDs of movies from two major Hollywood studios in China in a bid to curb widespread sales of pirated versions.
The DVDs, priced at 22 yuan (2.90 dollars) each, will be distributed in over 50 major Chinese cities beginning this month, according to the agreement that Warner Home Video signed with Paramount and Dreamworks Animation.
"The addition of two major Hollywood studios' products in China... further strengthens our efforts in building a legitimate video business in China," said Mark Horak, executive vice president at Warner Home Video, in a statement.
"By providing a wide selection of high-quality, competitively priced DVDs, we will be offering consumers a more attractive alternative to lower-quality pirated products," he said.
The two first releases under the agreement are Paramount's "Transformers" and Dreamworks's "Shrek the Third."
Warner Home Video is already selling DVDs of movies from Universal Pictures International in China, setting the price low in a bid to wean consumers off pirated products.
"Warner has demonstrated that securing key outlets in China is necessary to supplant pirated content with legitimate products to fight piracy in the market," said Dennis Maguire, president of Paramount Home Entertainment International, according to the statement.
The United States filed a case in April at the World Trade Organisation (WTO) over widespread copyright piracy in China, a practice which US companies say deprives them of billions of dollars each year.
According to a US Congressional panel, China's own data suggests counterfeit goods account for 15 to 20 percent of goods made in the country.
Currently, pirated DVDs sell for as low as seven yuan (1 dollar) in China, but are often defective.
