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In 2007 was the first Blu-ray film to appear on BitTorrent. At the time, the number of people who owned a Blu-ray player was still very low, and the 22GB download was mostly seen as a curiosity.Now, fast forward three years and Blu-ray has become mainstream. Not only have sales skyrocketed, but also the number of unauthorized downloads on BitTorrent and other file-sharing networks.Last week’s store release of Avatar’s Blu-ray version has been a breakthrough for the format.
In stores it sold millions of copies in just a few days, beating the previous records set by The Dark Knight in 2008. On BitTorrent we see a similar scenario.With more than 200,000 downloads in the first four days, Avatar has squashed all competition. The download figures are still quite low compared to those of ‘regular’ pirated DVDs – this could be in part due to the larger file size (10GB) and the fact that Blu-ray market penetration is nowhere near DVD levels yet.Another interesting observation is that a relatively high percentage of downloads in the first few days came from the UK and Australia. One of the reasons for this could be that these countries had a later release date which means that the pirated Blu-ray was available to them before the retail version hit the local stores.Again, it seems that a lack of availability is one of the major forces driving BitTorrent users to download films. Availability aside, DRM issues have prevented people from playing the disc in their Blu-ray player, so this could also have boosted download numbers a little.Avatar has been an enormous success. Piracy was rampant but it has not hindered a film that has broken nearly all sales records in motion picture history. That must be somewhat reassuring for the film industry.