While major Hollywood studios keep fighting everyone from pirates to Netflix in their quest to retain ownership and profits for their content, Sony Pictures executive John Calkins has some other words, words that moviegoers will be happy to hear.

Calkins, who runs the digital content division of Sony Pictures, said in a recent interview with PC Magazine, that prices of digital downloads are too high, and that Sony is pricing their content at “a couple of bucks lower”. Calkins said,

“If you look at our pricing on new releases today, the pricing for online ownership is too high. For us, the number one mission in Hollywood today is to bring more value to ownership. Collecting offline has been a great success story for us; we’d like to replicate that online.”

Calkins went on to say that most people prefer the rental option because it’s much cheaper, and that in order to get consumers to buy the movie instead, it has to be a combination of offering extras and a lower price.

Of course, many people have been saying this for years: the prices are too high, and as the late Steve Jobs once told content owners, “you’re competing against free”.