A clever packaging ploy for Sony Pictures’ Girl With the Dragon Tattoo DVD release has sowed enough confusion among consumers to prompt Amazon and Redbox to clarify that the DVDs are not actually bootlegs.
As displayed in the photo above, the DVD is designed to look like an amateur copy, a sly reference to Lisbeth Salander, the hacker protagonist of the film. Since it’s hard to distinguish the packaging from an illegal copy,Amazon thought it had to step in with the following bolded message: “It has come to our attention that there has been some confusion on the DVD disc art as it appears to look like a bootlegged copy. Please note that the disc art is in fact the final approved disc art provided to us by the filmmakers.”
According to Creativity Online, Redbox also put a warning label on its site addressing the issue, though the warning was not on Redbox.com on Thursday.