LOS ANGELES (Hollywood Reporter) - PC manufacturer Dell and Paramount Pictures are opening a new front in digital distribution with an offering allowing consumers to order “Iron Man” preloaded into newly purchased computers.
For now, Paramount is the only studio that has signed on, and “Iron Man” — which will be available accompanied by exclusive bonus footage for $20 beginning Tuesday (September 30), the same day as its DVD release — is the only film being offered.
The offering is the first step Dell is taking toward setting up a broader digital content storefront that could create significant competition for Apple’s dominant iTunes Store.
“The key focus here is to lead off our slow immersion into content as a major piece of the puzzle in terms of what consumers want from a PC,” said Rachna Basin, director of content for Dell’s global consumer group.
“Iron Man” will be presented as an option to consumers as part of Dell’s personalized purchasing process, which allows buyers to customize virtually every facet of their PC from such essentials as storage capacity to stylistic touches like laptop-cover artwork. The Paramount/Marvel Entertainment film would be preinstalled on Dell’s Inspiron, Studio and XPS laptop and desktop models.
Dell eventually will broaden its selection of preloaded content as it signs other studios. In time, Dell likely will enable consumers to purchase films after they’ve bought computers, too.
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