Lionsgate became the first movie studio to incorporate a digital copy of its movies intended for playback within iTunes
The files will be included on both the Blu-ray and standard DVD versions. studios are attempting to keep DVD sales afloat while still increasing the adoption rate of digital formats.
To obtain the iTunes Digital Copy, a user needs to put the DVD into their computer and then enter a code that is included with the disc. From there, iTunes copies the movie into the library and the user can copy the movie to any compatible player they choose.
Movies only transfer to a single iTunes library. However, it appears that the user can transfer the movie repeatedly to the same library if needed.