The effort centers around Warner Bros. plan to use online commerce and storage systems that result in higher sales to consumers who are becoming more accustomed to low-cost online rentals.
The Hollywood Reporter said the strategy is based on the social network Flickster and requires users to take the extra step of opening a separate storage account on the movie-storage service UltraViolet.
"We recognize that the product is not perfect today," said Kevin Tsujihara, president of Warner Home Entertainment. "We don't have the luxury of waiting a year until we have everything perfect."
The Reporter said Warner Bros. paid $75 million for Flickster and is still working to get UltraViolet up and running. The service will still be in its fledgling stages by Christmas; however, The Reporter said Warner and other studios have made reviving its movie sales, which command a much higher rate of return than rentals, a top priority.