A movie DVD costing just US$1.50 has been put on sale by Warner Home Video (WHV) in a bid to make headway in a Chinese market dogged by piracy, the Financial Times reported. A "simple pack" of Oscar-winning movie "The Aviator" which comes in cardboard packaging rather than a plastic box has gone on sale in several Chinese cities. The standard copy of the DVD costs US$20-30 in Europe and the US but fake versions of the film can be picked up in China for prices starting at US$0.75. "This is a first step to see if the consumer can accept this product at this price," said Christine Hu of CAV Warner, WHV's Chinese joint venture. Local distributors claim that the only way to overcome the piracy problems apart from through a huge improvement in China's enforcement of intellectual property rights is to reduce both DVD prices and the lag time between a movie's cinema and DVD release dates.