Since the end of the format war, consumers are increasingly purchasing Blu-ray when given the option of purchasing Blu-ray or DVD. Recent retail reports show that Disney's release of Oscar award-winning film 'No Country for Old Men' has sold between 10-15% of its total home video unit sales on the Blu-ray format. Previously, the industry has been accustomed to seeing high profile day-and-date releases selling between 5-10% on high definition formats.
Warner's recent release of 'Appleseed Ex Machina' has sold nearly 30% on Blu-ray, showing the enthusiasm animation fans have for the high definition format. While the unit numbers for 'Appleseed Ex Mahina' aren't nearly as large as those for 'No Country for Old Men', the implications of this increased adoption rate are nonetheless substantial.