Lionsgate debuts iTunes Digital Copy on select DVDs

Lionsgate became the first movie studio to incorporate a digital copy of its movies intended for playback within iTunes for purchasers of select DVDs.

The first two films to include the file on the DVD are Rambo and The Eye. The former will be available on May 27, while the latter will be available this summer.

The files will be included on both the Blu-ray and standard DVD versions. Other titles will be announced later this year. The effort also seems to be a new way studios are attempting to keep DVD sales afloat amid increasing adoption of digital formats.

"Our consumers are always looking for new viewing options in terms of the motion pictures they buy, and we are always searching for new ways to deliver content in formats that reflect consumer preference across the entire home entertainment spectrum, from packaged media to digital storage to VOD," Lionsgate president and COO Steve Beeks said.

To obtain the iTunes Digital Copy, a user needs to put the DVD into their computer and then enter a code that is included with the disc. From there, iTunes copies the movie into the library and the user can copy the movie to any compatible player they choose.

Movies only transfer to a single iTunes library. However, it appears that the user can transfer the movie repeatedly to the same library if needed.