I had a look on the disc and there's a file called SherlockHolmes_PC about 1.2 gb which is a wmv and when i run it it asks for the code (which i didnt enter as i want to know it will work on my iphone and import into itunes), but there is another called FeatureMovie which is 1.8 which makes me thing its longer or better quality but doesn't have a dedicated extension.
Have emailed both warner brothers support and itunes.
those files were in addition to the standard dvd files in Video_TS
EDIT: This morning it worked and started downloading the file. Hopefully when i get home there'll be a nice new file sitting on my laptop.