With the release of The Dark Knight and my complete nerdiness over the movie, I purchased the 2-Disc edition when it was released yesterday. To my surprise, it included a free digital copy (ala iTunes) along with the DVD version. This is my first digital movie as, frankly, I didn't see the point in buying digital-only movies. I hate watching movies on my computer, I don't have a personal laptop that can play them, and I can't watch them on my television (at least not if I buy from Apple). Yes, I lose geek points for not having that ability, but I'm not going to buy a movie through Microsoft that I can't play on any other device, or substitute iTunes for Microsoft and have the same problem. (DRM is stupid.)
But, with The Dark Knight, I plopped in the disc, iTunes saw it and prompted me for the included code and, a couple minutes later, I happily have 1.7 GB of movie to transfer to my iTunes compatible devices. I wouldn't have purchased the digital-only version, but it's a cool incentive to get a up-sale version of a DVD I was going to buy anyway. I'll keep my eyes peeled for stuff like this in the future.