Whoever came up with that idea is a genius, and should get a $10 million dollar bonus. It keeps movies from going to the $5 bin, it makes re-releases an event, and it encourages people to buy the movie when it comes out and don't wait. Most studios want every penny they can get now and shoot themselves in the foot by undermining the price with over production. However, Disney wisely will forgo some sales to keep the value up and make the next release a bigger event.