iTunes jumps on the bundle bandwagon

Bundling is a common retail practice to boost sales and create the illusion of a bargain. Many retailers, for example, are offering free Blu-ray players with the purchase of a HDTV.  

Now Apple’s getting in on the game. The iTunes store has launched movie bundles for a number of themes.

“The Godfather I and II,” for example, are now being sold together for $15, versus the $10 individual price of the films. Other examples include the four “X-Men” films (including “Wolverine”), which go for $30 – a 33 percent discount and a Steve Martin duo featuring “L.A. Story” and “All of Me” for $10. (For the full collection, visit the iTune store.)

The bundles are available in the U.S. and Canadian stores with upwards to 40 different packs put together.

Is it a sign of retail weakness at Apple? Probably not. Instead, it’s a clever way to help its studio partners see returns on films that, for the most part, likely weren’t pinging a lot of people’s radars on their own.