Getting consumers to buy what they already own has long been a trick with music and home video, but now you can make the move to the latest and greatest high definition video format with only minimal damage to your bank account. As with their earlier RED2BLU campaign, which offered low-cost swaps for HD DVD titles to Blu-ray, Warner takes the lead once again with the new DVD2BLU program.   

Currently, 50 Warner Brothers titles are eligible for trade, including favorites such as Rush Hour 3, Wedding Crashers Uncorked, Ocean's Thirteen, and A Clockwork Orange: Special Edition.

You can visit dvd2blu.com to browse the list, mark which DVDs you'd like to trade, and provide payment information.  Then simply print out the pre-paid postage to mail off your media. The upgrade costs between $7.95 and $9.95, with Warner Bros. picking up the shipping costs for orders over $25.

Once received by Warner Bros., the intellectual property on the discs is fully destroyed and the discs themselves are reused or recycled in keeping with Warner's environmentally friendly policies.

A list of the 50 titles can be found here, with more expected to be added. "We're launching the program with a wide range of titles that will appeal to the broad audience. In the coming months, we're looking to expand the program and make additional titles available," said Dorinda Marticorena, senior vice president, worldwide marketing and high definition at Warner Home Video.

But do yourself a favor, and check prices on Amazon first.  At the moment, many Warner Blu-ray titles are on sale at prices barely above the trade-in costs of the ones on this list:

• Over 200 Blu-ray Discs for under $10 each (Amazon.com)  

More Information:

• Warner Bros. dvd2blu.com