The LA Times has another article online where they speak to Claudia Eller about the DVD market.  She mentions that the DVD will be released “during the heavy gift-buying holiday season” which goes along with a report saying the DVD would be released in December.

“When you’re doing the sixth version of a movie, how do you have fans not get tired of that?” the Warner Bros. president said.

Each of the “Potter” films follows a similar theme — Harry uses his magical powers to seek the truth about the death of his parents and to fend off his evil nemesis Lord Voldemort — but has a distinct look and story line.  Half-Blood Prince,” which like the first three “Potter” films is rated PG, begins with Harry’s sixth year at Hogwarts School of Witchcraft and Wizardry. Dumbledore, the school headmaster, takes Harry on a dangerous mission to unlock the secret of Voldemort’s past so that the evil lord can be defeated. Their journey takes them outside the gates of Hogwarts into more real-world, or “muggle,” environments than the earlier films. The upcoming “Potter” film also focuses more heavily on the adolescent angst, crushes, jealousies and first-love encounters of Harry and pals Ron and Hermione, all of whom are now in their late teens.

“To keep it fresh, we used all these wonderful moments in the movie — the trials and tribulations of growing up, these new environments and the urgency of Harry trying to discover more information about who he is and what led to his parents’ death,” said Sue Kroll, Warner Bros. president of worldwide marketing.  To let audiences know that “Half-Blood Prince” is distinct, Kroll said, the marketing campaign was designed to feel “more contemporary, a little bit more in your face.”