Who will trade old discs for new?

Earlier this year Warner Bros. did something smart and let consumers trade in their old HD DVD discs for Blu-ray versions of the same movie. For $4.95 per movie, consumers could send in their old HD DVD artwork and get a brand new version of each movie they'd purchased in HD DVD format, up to 25 titles per household.

The program was a hit with those who felt they'd been burned on betting on red instead of Blu, so Warner is doing it again, only now you can trade in your old DVD movies for Blu-ray titles.

As of today, Warner has 55 titles available for trade-in, most at a cost of $7.95 (with a few at $9.95).

Again there is a flat shipping fee -- $4.95 -- applied on top of your trade-in, unless you hit $25 worth of trade-ins, in which case shipping is waived.

Also, this time out you aren't sending in just the artwork for the movie but rather the discs themselves (no case required). Discs must be in "good" condition or better and, it goes without saying (but Warner says it anyway): Pirated copies are not valid for trade-in.

Again the limit of 25 movies per household is in place. Warner says replacement movies will arrive in four to five weeks.

So... is eight bucks per movie a good deal to upgrade from DVD to Blu-ray? With holiday discounts on new Blu-ray discs bringing prices to around this level, I wonder if Warner might have to up its game (and cut prices further) in order to get broad consumer interest. What say ye?

Check out the DVD2BLU program here.