Disney drank the potion this week -- Alice is shrinking in all-new ways. This time the shrinkage isn't taking her on a magical adventure through Wonderland, it's taking her to the retailer shelves right as the summer gets going. In an attempt to sell more copies of Tim Burton's Alice in Wonderland (which sees theatrical release on March 5) on DVD, the studio is shifting the theatrical window from 17 weeks to 13. What this means is that roughly three months after Alice is released in theatres, you'll be able to buy your own copy.

The idea here is that the product rides in on the coattails of the theatrical marketing, and, with the film still fresh in viewers' minds, it increases the chances of sell-through. The side effect is that, as shorter windows become more common, It fuels the idea that there's no reason to go to the theatre when you can catch it on video. Alice is a slightly different case because it's 3D -- the first post-Avatar 3D film, and as such, will be closely watched by the Hollywood money men. If audiences want to see it in 3D, they're going to have to make a trip to the cineplex (that is, until 3D TV's become affordable, but that's a discussion for another day).