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Hollywood tries to undercut bootleggers

Superman Returns

TEXT OF STORY

SCOTT JAGOW: Hollywood has tried just about everything short of calling up Superman to stop DVD pirating in China. So, it's time to call up Superman. Jocelyn Ford reports.


JOCELYN FORD: Superman may be faster than an airplane, but he's not faster than Chinese DVD pirates.

Warner Bros. is trying to fight off counterfeiters in China by releasing the "Superman Returns" DVD two months earlier here than anywhere else in the world.

And Warner is charging an affordable $1.75. That's much less than the $10 sticker price for previous blockbusters.

But that hasn't deterred Chinese bootleggers. Their version is already on the streets for $1.25. Still, anti-piracy investigator Bai Gang thinks Warner's drastic price cut is a key to success.

BAI GANG:"If the consumer can buy movies at the relatively good price, I don't think they'll have the reason to buy the fake DVD."

According to a U.S. industry association, China has a highest piracy rate in the world.

In Beijing, I'm Jocelyn Ford for Marketplace.

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