European BD sales...

[beechcroft]

In an ideal world you will only pay for a movie once.
As it is, if you happen to own a movie on VHS, laserdisc, DVD and bluray, then you've paid 4 times for it, in addition to any theater viewings you might have paid for. That's hardy reassuring for bluray adopters.
There are a number of different solutions to this, none of which will happen, cause the studios will be losing money (as in: not ripping off money) in any scenario alleviating the problem. In the simplest case you just pay a small upgrade fee if you own the movie in another format.