Agreed. When I bought my first DVD player in 1997, a USA import Panasonic, I was paying a tad under £20 per movie. 3 years on from inception, and the Star Trek movie has just been announced for Blu-Ray at a price point of £30, for sale in an environment where on DVD, easily superior to its competition at that time (VHS), I can buy Iron Man 2-Disc, Dark Knight 2-Disc, Indiana Jones 2-Disc and Wanted for £20 the lot.
Back in 1996, and just prior to DVD's release, Laserdisc was the format we were buying, at around £40 for an import title, but not surprisingly the format never moved beyond a niche market of people like myself who were earning relatively well at that time. VCD was bigger, and not coincidentally cheaper, thanks to Philips' CDi players (for which I advertised regularly in the mag as Oakland Consoles - Andy Clough might remember me? I used to send the mag import discs for review), but again the market leader was VHS.
Comparatively speaking, DVD is easily superior to VHS, and that gulf is not the same between DVD and Blu-Ray. However, not only did DVD offer a clear performance improvement over VHS, but under the aegis of the DVD Forum, prices tumbled rapidly, such that within 18 months of UK launch it was quite straightforward to buy a DVD at the same price as a VHS equivalent.
The principal difference now, in my view, is that Blu-Ray as a format, though adopted by the DVD Forum group, is effectively a bought-in product thanks to shenanigans in high places in the movie companies whereby Sony and its' allies bought themselves shares on the boards to force through the Blu-Ray format - a background quite unlike the DVD launch, whereby everybody pooled in to agree a standard and cost equal to all.
Now, every movie company and Blu-Ray publisher has to pay Sony a royalty for the format's use, which keeps prices in my view artificially high, and where there is pressure on a company's economic performance (ie Sony's), it stands to reason that if anything they'll keep their royalty costs high.
I think that Blu-Ray is now in the dangerous position of losing the attraction of its' 'shiny and new' status long before it's reached anything like mass-market acceptance, and faces a future like DCC or MiniDisc before it, each technologically superior to the alternatives around at that time, each failing to reach mass acceptance because of price and competing formats - in Blu-Ray's case, that competiton being the enduring appeal of DVD and now downloading, still in its' infancy but appearing attractive as an idea in the market.
This may seem an odd thing to assert, in light of Clare's posting re. GfK's sales figures, but my contention is that these figures don't really compare on like-for-like basis - because Blu-Ray launched into an environment where the idea of movies on a compact-disc-sized format is something that people are now completely accustomed to, whether it be dvd-roms for pc's cd's for music or of course dvd movies. When DVD launched, in contrast, the idea of films (and extras) on a disc were, for the mass-market, something exotically foreign and new, which made its' take-up more difficult a sale to pull off. Blu-Ray has been able to piggy-back on the concept for its' understandability and acceptance, its players are cheaper than dvd players were (in 1999-2000), yet its' sales are only a tad higher than DVD had achieved.
These reasons are why in my view things need to move fast on pricing for Blu-Ray, but at £30, as I mentioned, for the new Star Trek movie, it seems some of the lessons of the past are yet to be learned.