You want it, we'll burn it<sub18> Warners opens its archives for 150 rare films</sub18>

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Warner Bros. wants to burn you a DVD. The studio's home entertainment division has come up with a plan to allow custom ordering of 150 films never before released on DVD. Dubbed the Warner Archive Collection, an online vault of films including 1942's "Once Upon a Honeymoon," starring Cary Grant and Ginger Rogers, and 1947's "Possessed," with Clark Gable and Joan Crawford, can be tapped by consumers visiting WarnerArchive.com.

Upon the selection and purchase of a title — at $19.95 per disc — Warners will burn, package and ship the DVD to customers for receipt within an estimated five days. The studio plans to increase inventory in its virtual vault by 20 titles per month and make more than 300 film and TV titles available online by year's end.

"With a cinematic legacy as rich and varied as that found within our library, the challenge has been to meet the voracious demand of consumers who are seeking their favorite films on DVD," Warner Home Video marketing maven George Feltenstein said.

But the advent of burn-to-order technology has solved the dilemma.

"Whether it's an Academy Award-winning classic from Hollywood's golden age, a sci-fi cult favorite from the '70s or a silent rediscovery from the '20s, the (collection) has something for everyone," Feltenstein said.

Films included in the Warners collection are drawn from the studio's library of Warner Bros., MGM and RKO titles.

In a related move, Warners will offer an iTunes podcast series, "The Golden Age of Hollywood," featuring archival talent interviews and other materials. (partialdiff)
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