I'm all for publishers offering a free e-copy of something purchased in a physical format. It already happens in some cases (CDs from Amazon, DVDs, comics and some book publishers). I don't really see a downside to it from the publisher.
I will say I have never accessed the free e-version of movies because they tend to be tied to some service I am not otherwise interested in.
I do wish they would give purchase to a DRM-free download of the digital format. It was Amazon offering DRM-free MP3s that helped reduce the dominance of iTunes. Yet it feels like nobody learned a lesson from that.
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