US retail giant Walmart is getting into video downloads. This week, they launched an exclusive Superman Returns DVD bundle which contains containing a video download option when the physical DVD is bought. This special physical/digital mix lets customers decide whether to watch movie on their TVs, their portable devices, or their computers… at a price. $1.97 for portable devices, $2.97 for PCs, and $3.97 for both portable players and PCs.

Kevin Swint, Walmart’s divisional merchandise manager for digital media, tells us:

“They have the DVD as a collectible and for viewing on their home theatres, plus the freedom to download and watch the movie on multiple devices, including portable media players, PCs and laptops. We believe that as we expand this offering to other movie titles, our customers will come to value this extra option as one of the benefits of buying a DVD at Walmart.”

Customers enter a promotional code on a website and select their download format. They then have to create an account and then install the Walmart Video Download Manager. The purchase completes and the movie begins to download within a few minutes. Customers can begin watching the movie while it downloads.

We’re sure it will get easier in the future…

Soon, Walmart will be in beta for a video downloads service. The beta launch will feature both movie and television content from a number of top studios and TV networks.