Disney classic Snow White and the Seven Dwarfs made its high-def debut as the No. 1 Blu-ray in its first week of release. And for a moment, we thought the Blu-ray was perched atop the Top DVD Sellers chart, too.

Confused? So were we.

As a reminder, Disney made a strategic marketing decision to release Snow White, one of its crown jewels, on Blu-ray a full seven weeks before a new DVD version. Blu-ray streeted Oct. 6. Standard DVD is coming Nov. 24, and the wide window for Blu-ray is unprecedented in the industry.

Except that you can get the film on standard DVD now, you just have to buy the Blu-ray combo pack, which holds the movie on Blu-ray and DVD. Nevertheless, it is a Blu-ray product first and foremost and accounted for as such.

Clear enough so far, right?

But to appeal to consumers who may have not yet made the transition to Blu-ray, Disney also put the very same combo product in a slightly different box, one labeled "Includes DVD and Blu-ray" with a sweet picture of the titular princess. Retailer DVDEmpire, for example, identifies it as Snow White (DVD case).

The SKU called Snow White (Blu-ray case) is labeled "Includes Blu-ray and DVD" and has scary witch artwork.

So understandably, some retailers initially counted sales of the "DVD case" as DVD, and of the "Blu-ray case" as Blu-ray.

Confusing? Potentially.

But if Disney managed to boost its Blu-ray sales with the dual packaging, and I believe they did, kudos to them for creative marketing. Potentially brilliant, which is only befitting for the Diamond Edition classic.

isney classic Snow White and the Seven Dwarfs made its high-def debut as the No. 1 Blu-ray in its first week of release. And for a moment, the Blu-ray was perched atop the Top DVD Sellers chart, too.

Confused? So were we.

As a reminder, Disney made a strategic marketing decision to release Snow White, one of its crown jewels, on Blu-ray a full seven weeks before a new DVD version. Blu-ray streeted Oct. 6. Standard DVD is coming Nov. 24, and the wide window for Blu-ray is unprecedented in the industry.

Except that you can get the film on standard DVD now, you just have to buy the Blu-ray combo pack, which holds the movie on Blu-ray and DVD. Nevertheless, it is a Blu-ray product first and foremost and accounted for as such.

Clear enough so far, right?

But to appeal to consumers who may have not yet made the transition to Blu-ray, Disney also put the very same combo product in a slightly different box, one labeled "Includes DVD and Blu-ray" with a sweet picture of the titular princess. Retailer DVDEmpire, for example, identifies it as Snow White (DVD case).

The SKU called Snow White (Blu-ray case) is labeled "Includes Blu-ray and DVD" and has scary witch artwork.

So understandably, some retailers initially counted sales of the "DVD case" as DVD, and of the "Blu-ray case" as Blu-ray.

Confusing? Potentially.

But if Disney managed to boost its Blu-ray sales with the dual packaging, and I believe they did, kudos to them for creative marketing. Potentially brilliant, which is only befitting for the Diamond Edition classic.