It has been so long, shall we consider it a scam or not yet? WTF is supposed to be happening now to justify such a ridiculous delay?
Even it happened long back, it's nice and interesting documentary now also, I think this is to make some profit. But anything promoting the use of BTC is good in my views.
Once they release the first DVD it will be available on bittorrent for everyone for free. Selling movies to Bitcoin users is likely not very profitable.