Warner Brothers had come up with a slick promotion to get some much needed buzz around Blu-ray. My consensus: great idea but flawed execution. Here’s how it works (and why it won’t work):
You send in the cover art sleeve (keep the disc) and the UPC from your HD DVD movies. And for $4.95 per movie, plus $6.95 S&H per order, you’ll be sent back brand new Blu-ray copies of any movies you have in HD DVD. There are a few restrictions (only 1 copy per movie and only up to 25 movies per household) but nothing really that prohibitive.