In a departure from conventional Blu-ray and DVD release strategy, Paramount will begin holding back DVD release-to-own titles in order to emphasize Blu-ray sales as well as rentals in either format. This could give Blu-ray sales a leg up.

Video Business reports that the first release under the new regimen will be Dance Flick. The Blu-ray sell-through and rental editions will hit the street on September 8, along with the DVD rental edition. The DVD sell-through edition will follow four to eight weeks later.

"We believe that a DVD rental window will increase revenue in that channel and that releasing a Blu-ray exclusively for sell-through will help drive adoption of the format, so it's a win-win scenario," a Paramount executive told Video Business.

Disney was first to release Blu-ray editions before DVD-only. However, Disney's Blu-ray family packages include a DVD.