It seems to me that companies in the entertainment industries have to be dragged kicking and screaming into the 21st century. Most of them throw barriers in the way of progress, practically ensuring that the customer experience will at the very least be exasperating, if not outright infuriating. But Reuters reports Warner Bros. is bucking the trend. The company announced yesterday that it would open up its film vault and offer “made-to-order” DVDs to consumers. They’re calling the service the Warner Archive.

Warner Bros has thousands of films sitting in its vault. While some film fans and collectors are undoubtedly itching to get their hands on a copy of “Abe Lincoln in Illinois” or (and this is my personal favorite) “Doc Savage: The Man of Bronze,” the company has kept these films under lock and key for decades. Why? Because there’s not enough demand to produce a full run of these DVDs.