The Return of the King arrives on DVD…for the first time…but certainly not the last. Bloomberg Boot Camp, a report on today's technology. The first two Lord of the Rings movies have rung up more than 900 million dollars in DVD sales far eclipsing what they made at the box office. But even with the third and final installment just released as a two disc set, the journey is far from over. (sound) New Line Home Entertainment President Stephen Einhorn…

"We, right now, will be releasing, in the fourth quarter, a special extended edition and a boxed set."

A strategy that has paid off with the first two parts of the trilogy. The expectation is, lots of people will buy the theatrical version out now…and they extended movie with added features at Christmas time…

"Yes, they do buy both. Clearly a certain amount of the fan base does buy both because, in part, they just can't wait for the extended version."

After that, the plan is, to offer collections of all three films in a set…

"And then down the road, one can assume that there will be high def home entertainment products out there as well. And I would like to think that this is one of the titles people would have a terrific appetite for."

Making the Lord of the Rings Time Warner properties precious indeed. Bloomberg Boot Camp, I'm Fred Fishkin.