Fox is giving consumers the opportunity to purchase high definition digital copies of upcoming films three weeks before they are available on Blu-ray/DVD or Video on Demand, starting with Ridley Scott's Prometheus.
The studio is implementing this new system in an attempt to spark interest in purchasing home entertainment mediums. They are also dropping the price to $15 each, down from a previous $20 price tag. Consumer spending on home entertainment has dropped from around $21.8 billion in 2004 to about $18.4 billion in 2011.
Last year, Fox briefly offered some films for about $30 through an on-demand service two months after their theatrical release. The experiment was quickly stopped after theater owners rallied against the idea.